Voxco launches 4 new features to enhance research capabilities and elevate CX

Text Analysis | NPS Dashboard | Automated Translation | New Distribution Status

Dynamic tools. Increased Automation. Enhanced Accuracy.
Survey bubble 01

Survey Features

Likert Scale Questions

Build effective surveys using likert scale questions!

Get your current survey solution evaluated by our experts.

When you are asked after your shopping how satisfied or dissatisfied you are with your experience, the question used is an instance of Likert scale questions. 

These question types help to measure attitudes and opinions in more detail statistically. Let’s explore its structure, uses, and how you can write one for your survey. 

Likert Scale Questions likert scale question

What is a Likert scale question?

While answering a survey, customers prefer to express their views fully instead of being restricted to a binary question (‘true/false’ or ‘yes/no’). Using a Likert scale question can play a pivotal role in measuring their attitude and opinions about a particular topic. 

  • It can help you uncover the degree of variance in opinions and understand the constructive feedback you get. 
  • By highlighting the issues affecting respondents enables you to focus on the areas (about your product/service) that need improvement. 

While such a question can be used in any survey, it mainly helps to measure customer satisfaction (how users feel about your product/service) and employee engagement (what your team thinks about the work environment)

For example, 

Customer satisfaction – How satisfied are you with the food quality in our cafe?

  • Very satisfied
  • Satisfied
  • Neutral
  • Dissatisfied
  • Very dissatisfied

Employee engagement – I have a good rapport with my teammates. 

  • Strongly agree
  • Agree
  • Neutral 
  • Disagree
  • Strongly disagree
Survey question 13

Where is a Likert scale question used?

While answering a survey, customers prefer to express their views fully instead of being restricted to a binary question (‘true/false’ or ‘yes/no’). Using a Likert scale question can play a pivotal role in measuring their attitude and opinions about a particular topic. 

  • It can help you uncover the degree of variance in opinions and understand the constructive feedback you get. 
  • By highlighting the issues affecting respondents enables you to focus on the areas (about your product/service) that need improvement. 

While such a question can be used in any survey, it mainly helps to measure customer satisfaction (how users feel about your product/service) and employee experience (what your team thinks about the work environment)

For example, 

Customer satisfaction – How satisfied are you with the food quality in our cafe?

  • Very satisfied
  • Satisfied
  • Neutral
  • Dissatisfied
  • Very dissatisfied

Employee experience – I have a good rapport with my teammates. 

  • Strongly agree
  • Agree
  • Neutral 
  • Disagree
  • Strongly disagree

Voxco helped Frost & Sullivan conduct 100K surveys across 300 industries.

How to write a Likert scale question for your survey?

Now that we have explained when you should use this question type let’s also take a look at how you can craft one to get reliable results. 

1. Determine your survey goal

Why do you want to conduct a survey? A clear goal will help you in following the next step. You should have a definite understanding of what you want to quantify. 

Let’s say you have noticed cart abandonments in your online shopping app in the last month. So your goal is to find out what is causing dissatisfaction amongst your customer for them not to complete their shopping. 

2. Identify the variables you want to measure

Now that you have established a goal, you should identify indicators that can help you understand what’s causing cart abandonment. These indicators will help you write Likert scale questions. 

So, you can use the question type to gauge variables/ indicators of customer satisfaction regarding the cart process. Now you can create questions around these indicators. 

For example, 

  1. How satisfied are you with the checking out process in the app? (Extremely satisfied – Extremely dissatisfied) 
  2. There are many payment options available. (Strong agree – Strongly disagree)
  3. I like the various discounts & coupons available. (Extremely satisfied – Extremely dissatisfied)

Several variables can influence a customer’s experience and decision. Create a list of these variables and build questions focusing on these variables. 

3. Determine the scale that best suits the purpose

When using a Likert scale for your survey, you have to make two decisions 

  1. Semantic scale. 
  2. Odd or Even scale.

For the semantic scale, you need to use response options that are unambiguous and easy to understand. For example, when you use the scale “Always – Often – Rarely – Seldom – Never,” how would the audience differentiate between “rarely” & “seldom.” How would you quantify between the two? 

For clearer understanding, use terms that relay specific meanings. Instead of “Rarely,” you can use “Twice a week/month.”

When it comes to using an odd or even scale, it depends on what kind of data you want to collect & how you want to evaluate the result. 

Odd-numbered Likert scale questions, such as a 5-point or 7-point scale, give respondents a neutral option. However, using an even-numbered scale compels respondents to choose either the positive or negative side. This helps you in evaluating responses in these two categories. 

Likert scale Question is one of more than 100 + question-types possible with Voxco.

See all question types and robust functionalities.

4. Do a soft launch

Test of your survey by sharing it with your friends and colleagues. A soft launch can help you find out problematic areas in your survey and give you the chance to sort out the mistakes. 

By running a test, you can find out if the response variables are simple and easy to understand. You can check if the questions are leading or ambiguous. 

A soft launch will help you revise and improvise your survey & help you ensure that you collect reliable data. 

Tips on writing Likert scale surveys

The survey questions need to be simple and easy to understand for the audience for you to gather accurate data. So, here are some tips on writing Likert scale questions.

Likert Scale Questions likert scale question

1. Use positive & negative variables on the scale for balance

The responses in the Likert questions should be in perfect balance with an equal amount of negative and positive variables. This allows respondents to express their satisfaction or dissatisfaction with your question/statement. 

Only using positive responses will force the respondent to share positive feedback even when dissatisfied with their experience. This will lead to survey drop-offs and the collection of inaccurate data.

2. Use unipolar indicators

Following the previous point, when you want your question to evaluate positive and negative attitudes, your scale should range from ‘none’ to ‘maximum.’ 

For example, instead of using “useful” to “useless,” it’s better to use “very helpful” to “not at all helpful.” Unipolar scales are easy to understand and offer clear indicators. 

3. Use consistent scales

Keep the scale consistent in its order of displaying the variables. If your scale ranges in ascending order, i.e., 1 is extremely dissatisfied and 5 is extremely satisfied, follow the same order for all the other Likert scale questions in the survey. 

Using consistent scales will also help you in the data analysis. The analysis involves finding the average in all responses. So, with inconsistent scales, you can’t achieve accurate measurements. 

4. Get more specific with the questions

Apart from the response variables in your questions, you also need to make sure the question itself is specific to the survey goal. 

If the survey is to gauge customer experience with the product, specify which aspect of the product. Is it the quality of the product, the ease of use, the price, or the design? 

Write your question to gather specific data on specific aspects. This will help you gather actionable insights. 

5. Get creative 

Customers get thousands of surveys across social media and email. You can’t assume they respond to you only because they are your customers. 

Design your surveys creatively so the customers look forward to responding to your surveys. Write your questions to give them a personality. Instead of “Satisfied – Neutral – Dissatisfied,” try “Loved It – Meh – Big Nope.” 

Request a sample survey to see question types possible with Voxco.

5. Get creative 

Customers get thousands of surveys across social media and email. You can’t assume they respond to you only because they are your customers. 

Design your surveys creatively so the customers look forward to responding to your surveys. Write your questions to give them a personality. Instead of “Satisfied – Neutral – Dissatisfied,” try “Loved It – Meh – Big Nope.”

What are the advantages of a Likert scale question?

Apart from being a close-ended question that allows you to gather statistical data and gauge abstract opinions, this question type also has many benefits that add to its popularity.

1. Easy to understand: As Likert scale questions are preferred in almost every survey for collecting data, they’re considered one of the easiest questions to which respondents love to respond. 

2. Uncover personas effectively: With a wide range of answer scales included, this question type helps uncover the respondent personas effectively. You can better understand your respondents by diving into their choices and opinions.  

3. Saves Time:  Including Likert scale questions help offer all possible answer choices effortlessly. As the respondents can quickly choose the answer option that resonates with their opinion, answering these surveys gets less time-consuming.

4. Effortless reporting: Using a Likert scale streamlines the process of communicating respondents’ results when the survey administrators need to gather quantitative data.

Voxco helps 500+ brands & Top 50 MR firms gather data, uncover insights, and act on it.

Get a personalized demo to see how it can help you. 

Conclusion

Likert scale questions are simple to create and easier to respond to. This question type is popularly used because of the advantages enjoyed by both survey creator & respondent. This question type allows you to gauge and quantify customers’ attitudes and opinions and provides actionable insights.

Related Features

Voxco is trusted by Top 50 Market Research firms, Global Brands & Universities in 40 countries. Voxco offers full omnichannel capability including CATI, Predictive Dialler, Online surveys, offline CAPI, and Panel Management.

Follow Voxco on

Shopping Basket