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Customer Satisfaction Score

Everything you need to know about the Likert Scale

Nandkishor Tripathi
Sep 4, 2020

9 mins read

Nandkishor Tripathi

Want to know how exactly your customers feel!

Are you able to comprehend your customers’ feedback?

Do you want to simplify their complex opinions?

Then, you are at the right place! 

You can do it all with the Likert Scale!

But what is the Likert Scale?

The Likert Scale is a rating scale that helps you gauge the attitudes or opinions of your customers. Named after the American social psychologist, Rensis Likert, this bipolar scale gives 5 or 7 different options ranging from one extreme to another to the respondents to choose from.

They are best used to understand how your customers feel about you, your service, or your product. Or when you want to dig more to know customers’ reactions on a particular event such as after a webinar, on the product performance, on a new product features launch, after a customer onboarding, or post customer support. And when you want to evaluate their answers to get a holistic view of their opinions. 

Let’s understand this with an example.

Likert Scale SurveySensum

In the above question, I am asking my customers how satisfied they are with the CX Platform. Their choice for answers ranges from very dissatisfied to very satisfied making it easy for me to evaluate the overall results. 

Hope you have understood what the Likert Scale is. Now, let’s talk about the different types of Likert Scale with examples, and their pros and cons.

There are two types of Likert Scale.

a). 5-point Likert Scale

A 5-point Likert Scale offers five different options for the respondents to choose from. The options include two extremes, two intermediate, and one neutral opinion. This scale can be used for measuring agreement, likelihood, frequency, importance, quality, and a lot more.

Here’s a great example of a 5-point Likert Scale for easiness. 

In the above question, the respondents have five different options to choose from to reflect how easy it is to create surveys with SurveySensum. They can choose any! 

But why should you opt for a 5-point Likert Scale? Are there any pros and cons to this?

Oh yes!

Pros: 

  • 5-point Likert Scale is easily understood by the respondents. 
  • It is ideal to evaluate the results of a large sample of respondents. 
  • Giving five different options to choose from increases the response rate.

Cons: 

  • The customers have diverse mindsets with different feelings and responses. And this scale restricts them to five different options.
  • If you want to understand the intensity of the customers’ positive or negative response or want to add more variants, then the 7-point scale is preferred.

b) 7-point Likert Scale

A 7-point Likert Scale is legendary and has been used since 1932. It offers seven different options to choose from and is majorly used by the researchers. It provides two moderate opinions along with two extremes, two intermediate, and one neutral opinion to the respondents.

Here is an example of a 7-point Likert Scale for frequency. 

Likert Scale Type

The above question gives seven different options to choose from. They can choose whatever best reflects their sentiments. 

Let’s talk about its pros and cons.

Pros: 

  • This is the most accurate of the Likert Scales as it captures the best sentiment of the respondent. 
  • It provides better accuracy on the results and is incredibly useful for the researchers.
  • It delivers more data points to run statistical information.

Cons: 

  • There is a negligible amount of quantitative difference in the data between 5 scale and 7 scale variants. 
  • Seven point Likert items suffer from bias in response style.

Elliot Simmonds, Research Director at DJS Research Ltd comments, “The decision between a five or seven-point Likert Scale is typically around granularity, e.g. are you expecting a range of answers and/or do you need to be able to identify differences between those who are, for instance, SATISFIED, VERY SATISFIED, and COMPLETELY SATISFIED rather than just (say) SATISFIED and VERY SATISFIED.”

However, Dan Kelly, Founder & Senior Partner at The Negotiator Guru suggests. “My suggestion is to use a 5-point scale when you have more than 100 respondents and a 7-point scale for smaller studies (N<100) when you need a better data distribution.”

Alternatively, there are many other types of Survey Scale that you can use.

a) 2-point Survey Scale 

Also known as a dichotomous or binary scale, this is the simplest of all scales. It offers two absolute opinions to the respondents such as yes and no, true and false, or agree and disagree. It delivers a clear indication of what you feel. 

For example, here’s how we ask if our product is helping our customers achieve their goals.

The above question gives two options to the customer, that is, yes and no. 2-point Survey Scales are easy, effective, and quick and are best to get the absolute answers, however, if you want to understand the sentiment, it is ineffective.

For example, are you satisfied with the product? The answers yes and no are not enough to understand the reason behind your satisfaction or dissatisfaction.

b) 3-Point Survey Scale 

The 3-point Survey Scale gives the respondents a middle ground. Along with two extreme opinions, it offers a neutral opinion to choose from. For example,

The above question gives the respondents a ‘Neutral’ option to choose if they are neither satisfied nor dissatisfied with the onboarding. However, this question still doesn’t offer much for the customers to choose from. So let’s head to the 10-point Survey Scale.

c) 10-point Survey Scale

The 10-point Survey Scale gives a much broader spread of the options to the customers and yields clear indicative results. It can be used after onboarding, product launch, new feature launch or to evaluate the overall satisfaction of the customer with the brand. 

d) 11-point Survey Scale – NPS

The 11-point Survey Scale is an NPS scale ranging from 0 to 10. It gauges the loyalty of the customer towards the brand. In this, the customers who choose 9 and 10 are called promoters, the customers who choose 7 and 8 are called passives, and the customers who choose 0 to 6 are called detractors.

What is Likert Scale?

NPS is a business metric that can help you to measure customers’ overall perception of your brand. Relationship NPS helps you understand how your customer feels about your brand. Transactional NPS, on the other hand, can help you evaluate customer satisfaction after a certain interaction.

Want to know more about NPS? Dive right in!

The reason behind increasing the scale points is to cover the diversity of customer’s mindsets as everybody has different responses and feelings. And if we just restrict them with a specific scale, it doesn’t cover most of the diversity. 

Now you would ask, shouldn’t I just ask an open-ended question instead? Well, the results of the close-ended questions are easy to run statistical analysis on.

But the best approach would be to ask a close-ended question followed by a qualitative or say open-ended question. 

Now that we have talked about the types of Likert Scale, let me share some tips that will come handy while writing the Likert Scale questions.

How to write Likert Scale survey questions?

  • Be specific in the questions – If you are asking about the performance of the product, then which product are you talking about? To deliver the best results, it is critical to frame your questions correctly with all the supporting details.
  • Label the options – Instead of labeling just the extremes, label all the options for the respondents’ clarity.
  • Opt for unipolar scale – Unipolar scale gives you the options that range from none to maximum. For example, a unipolar satisfaction scale would give you options such as satisfied, slightly satisfied, moderately satisfied, very satisfied, and completely satisfied.

Bipolar scale, on the other hand, gives you the options that fall on two sides of neutral. A bipolar satisfaction scale would give you options such as very dissatisfied, dissatisfied, neutral, satisfied, and very satisfied.

Go for the unipolar scale! It is easier for your respondents to understand and considering one attribute is always less exhausting than balancing two. 

  • Be careful with the sequence – While creating the customer satisfaction survey, make sure that for a horizontal Likert Scale, your answer ranges from the negative to the positive. 1/ negative attribute should be on the left and 5/7/ positive attribute should be on the right.

Similarly, in the vertical Likert Scale, keep the 1/ negative attribute on the top and 5/7/ positive attribute at the bottom. 

This is the best and most unbiased way to represent your scale.

  • Ensure consistency – If you have 4 questions in your survey, make sure that the options of all the 4 questions are in the same sequence, be it from negative to positive or vice versa. This brings consistency to the survey and doesn’t confuse the respondents.

There are many benefits of the Likert Scale

  • Increased response rate – The respondents do not need to think much about the responses or spend time on it. Likert Scales offer plenty of different choices that reflect their sentiments to choose from. This increases the response rate.
  • Analytical data – Likert Scales offer options to the respondents that have a simple yes and no option. The degree of opinion or even a neutral response is easy to quantify at the time of analysis.
  • Neutral opinion – The neutral option allows the respondents to give a neutral opinion if they are not too sure about their feelings. 
  • Saves time – By giving the options to the customer, you are saving their time to take a survey and your time for analysis.

However, there is one limitation to the Likert Scale

If used without any open-ended questions, you will only gather the quantitative data and not the qualitative one. 

For example, you get that your customer is not satisfied with the customer support. But why he is not satisfied is still unanswered.

That’s all about the Likert Scale!

Are you ready to start your Likert Scale survey now? Click here to get going!

How to create a Likert Scale Survey with SurveySensum?

STEP 1: Sign up free with SurveySensum to design interactive and beautiful surveys and select the Customer Satisfaction Survey or start from scratch.

Likert Scale in SurveySensum

 

STEP 2: On the dashboard, you can add the questions, set the scale, and change the label name accordingly.

Likert Scale Dashboard SurveySensum

So now you know it all! What is the Likert Scale, when, and how should you use it, and how SurveySensum can help you create awesome surveys! 🙂

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