Likert scale questions help you measure your audience’s opinions and perceptions with greater nuance than a simple “yes or no” question.

In this article, we explain what a Likert scale is, give you some examples, and list the best Likert Scale questions you can ask your customers. 

Feel free to jump to a relevant section:

• Likert Scale definition
• Understanding Likert scales
• Bipolar Scale & Unipolar Scale
• Likert scale analysis
• 5 Likert Scale uses (with examples)
• 25 Likert Scale questions, examples

What is a Likert Scale?

Likert scale questions gauge the opinions and attitudes of people towards a specific scenario. In other words, Likert questions are typically used to measure how much an individual agrees or disagrees with a given statement.

A Likert scale question provides respondents with five or seven possible answers that range between polar opposites — complete agreement to complete disagreement.

As a result, a Likert type question is deployed in customer surveys to

• Accurately measure a consumer’s beliefs.
• Accurately assess the experiences your customers had with your brand, product, or service. This information is vital to designing a better experience.

Understanding Likert scales

Likert scales, which are a type of rating scale measurement, hold great significance in gathering and analyzing data across disciplines like psychology, social sciences, and market research. A Likert scale is a widely employed tool for quantifying people’s opinions and emotions through statements and response options.

A Likert scale involves presenting individuals with statements accompanied by choices ranging from “Strongly Agree” to “Strongly Disagree.” This enables participants to provide Likert scale responses that accurately reflect their viewpoints. The scale facilitates a quantitative assessment of attitudes and preferences, allowing for systematic data analysis.

To fully grasp Likert scales, it is crucial to ensure that statements are clear and that the response options on the rating scale maintain fairness and balance.

It is important to note that Likert scales offer an ordinal measurement, focusing on the order of responses rather than precise numerical values.

When examining Likert scale data, researchers typically compute statistical measures such as the average, median, and mode and identify the most common response.

Moreover, researchers may employ advanced techniques like factor analysis to uncover underlying patterns or test hypotheses.

A solid understanding of Likert scales empowers researchers to construct well-designed surveys, capture individuals’ opinions accurately, and extract valuable insights.

Utilizing a rating scale measurement like the Likert scale effectively allows for a comprehensive assessment of people’s attitudes and preferences.

It enables the measurement of subjective thoughts and aids in making informed decisions based on the collected data. This methodology proves instrumental in evaluating customer satisfaction, understanding emotions, and conducting research across diverse fields.

Bipolar Scale & Unipolar Scale

The Likert scale, an example of an ordinal scale, measures opinions or attitudes. It utilizes scale points and Likert scale questions to gather data.

Unlike a unipolar scale, which measures intensity in one direction, the Likert scale allows respondents to indicate their level of agreement or disagreement on a range of scale points.

Additionally, a bipolar scale, another rating scale, captures the direction and intensity of attitudes or perceptions.

Unlike the Likert scale, which focuses on agreement or disagreement, a bipolar scale presents opposing adjectives at the endpoints of the scale.

Respondents indicate their position or perception along a continuum between these bipolar descriptors.

Likert scale questions, commonly used in research, employ the Likert or bipolar scale to assess opinions or attitudes. Respondents are provided with a set of statements and asked to rate their agreement or disagreement using the scale points or positions on the scale. This generates ordinal data, as the responses establish order without assigning exact numerical values.

The Likert scale, along with the bipolar scale, serves as a valuable tool in research and data collection. These scales provide structured ways to quantify attitudes, preferences, or perceptions.

Researchers analyze the data using statistical measures such as mean, median, and mode to gain insights into the distribution of responses.

Understanding the distinction between the Likert and bipolar scale aids researchers in accurately interpreting and analyzing the data collected through Likert scale questions.

Both scales offer valuable insights into attitudes and opinions, albeit with different focuses on intensity and direction.

Likert scale analysis

Likert scale analysis involves examining the responses provided on a Likert scale to understand people’s attitudes or opinions. It helps us analyze and summarize the data in a meaningful way.

We can use statistical measures like the median, representing the middle value in a data set. These measures allow us to understand the central tendency and average response.

Likert scale analysis deals with quantitative data, which means we’re working with numbers and measurements.

We can also calculate the standard deviation, which tells us how much the responses vary from the average. It helps us understand the spread of opinions within the data.

In Likert scale analysis, we’re trying to make sense of the data and draw conclusions. We analyze the responses and look for patterns or trends.

Sometimes, we use techniques like analysis of variance to compare different groups or see if there are significant differences.

It’s important to note that Likert scale analysis focuses on quantitative data rather than qualitative data, which deals with descriptions or qualities.

By systematically analyzing the data, we can understand people’s attitudes in a positive light and make informed decisions based on the findings.

Likert Scale Questions – Uses & Examples

In addition to helping you measure agreement, Likert scale can help you assess and measure frequency, importance, quality, likelihood, etc. Moreover, Likert scale questions allow you to assess the following in detail:

#1. Level of agreement

Enable customers to indicate the extent to which they agree or disagree with a particular statement.

Example: Please select how much you agree or disagree with the following statement: Cats make better pets than dogs

1. Strongly disagree
2. Somewhat disagree
3. Neither agree nor disagree
4. Somewhat agree
5. Strongly agree

#2. Likelihood to recommend

Measure the potential for word-of-mouth recommendations

Example: How likely are you to recommend our service to your friends and family?

1. Not at all likely
2. Somewhat unlikely
3. Neither likely nor unlikely
4. Somewhat likely
5. Very likely

Level of importance

Gauge how much your audience values a certain service

Example: How important is it to have 24/7 customer service?

1. Not important at all
2. Somewhat unimportant
3. Neutral
4. Somewhat important
5. Extremely important

Degree of satisfaction

Understand how happy or satisfied your audience is with your support

Example: How satisfied were you with our customer service?

1. Not satisfied at all
2. Somewhat unsatisfied
3. Neutral
4. Somewhat satisfied
5. Completely satisfied

Frequency of service use

Assess how often they use certain services to discontinue perhaps the ones they don’t care about

Example 1: How often do you use our chatbot to troubleshoot?

1. Never
2. Less than once a week
3. About once a week
4. More than once a week
5. Most days

Example 2: How often do you submit a help desk ticket?

1. Never
2. Less than once a week
3. About once a week
4. More than once a week
5. Most days

Example 3: How often do you call our customer service hotline?

1. Never
2. Less than once a week
3. About once a week
4. More than once a week
5. Most days

25 Likert Scale Questions

Satisfaction

1. How satisfied were you with your stay at our hotel?

• Very dissatisfied
• Somewhat dissatisfied
• Neither satisfied nor dissatisfied
• Somewhat satisfied
• Very satisfied

2. How well does this product meet your needs?

• did not meet my needs at all
• met very few of my needs
• met some of my needs
• majority of my needs were met
• It met all of my needs

3. How intuitive did you find using/navigating our website?

• Not intuitive at all
• Not very intuitive
• Somewhat intuitive
• Mostly intuitive
• Extremely intuitive

4. How satisfied were you with your in-store experience?

• Delighted
• Satisfied
• Not satisfied at all / frustrated

5. What was your level of satisfaction with our product(s) (or service)?

• Extremely satisfied
• Very satisfied
• Slightly dissatisfied
• Not satisfied at all

6. How helpful are the instruction videos provided on our website?

• Extremely helpful
• Somewhat helpful
• Not very helpful
• Not helpful at all

7. How satisfied were you with our new menu?

• Very satisfied
• Reasonably satisfied
• Slightly dissatisfied
• Very dissatisfied

8. To what extent did our customer service team meet your expectations?

• Significantly exceeded expectations
• Met expectations
• Did not meet expectations

9. How would you rate your recent customer service call?

• Exceptional
• Good
• Fair
• Poor

10. What do you think about our online prices?

• Very happy
• Happy
• Not very happy
• Not happy at all

Frequency

11. In the last few days, how often have you read articles on your phone vs in a physical newspaper?

• Much less on phone than in a newspaper
• Moderately less on phone than in a newspaper
• About the same
• Moderately more on phone than in a newspaper
• Much more on phone than in a newspaper

12. When shopping for groceries in the last six months, how often did you pay with cash?

• Never
• Rarely
• Sometimes
• Usually
• Always

13. How often did you use public transportation during a regular week before COVID-19?

• Never.
• 1 to 2 days a week
• 3 to 4 days a week
• 5 days a week
• 6 to 7 days a week

14. How often do you seek assistance from customer support?

• Very frequently
• Occasionally
• Rarely
• Never

Agreement

15. Please select how much you agree or disagree with the following statement: Cats make better pets than dogs.

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

16. On a scale of 1 to 5, how strongly would you agree or disagree with the following statement: Chocolate flavor tastes better than vanilla flavor.

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

17. Please select the option which most accurately reflects your agreement/disagreement with the following statement: I enjoy long walks on the beach.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

18. Please indicate how strongly you agree or disagree with the following statement: I like eating fruits more than chocolates.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

19. [Brand/organization] invests time and money to keep employees updated with technology.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

20. The online store checkout process was straightforward.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

21. The user manual provided clear guidance on installing and setting up the application.

• Completely agree
• Mostly agree
• Slightly disagree
• Completely disagree

22. The conference speakers were knowledgeable and informative.

• Strongly agree
• Agree
• Slightly disagree
• Totally disagree

Importance

23. Please tell us how important the new features added to [product] are to you.

• Highly important.
• Moderately important
• Low importance
• Not important at all

24. How important are the prices of our products to you?

• Very important
• Important
• Low importance
• Not important at all

25. How important is the product warranty to you?

• Very important
• Important
• Low importance
• Not important at all

Final thoughts

Likert Scale questions allow you to understand your customers’ opinions, sentiments, and views towards a particular brand, product, or statement more deeply.

When done right, Likert scale surveys can help optimize and improve business performance. We hope this article will help you create an effective Likert scale survey.

Are you looking to create and conduct a Likert scale survey by yourself? SurveySparrow provides you with everything you need to create and conduct a conversational Likert-scale survey!

Conversational surveys typically tend to boost survey responses and create pleasant experiences. Most of your customers will complete your survey as they would be pleased to take surveys that are conversational in nature.

These surveys are different from the long, boring forms you’ve seen on the internet.

SurveySparrow provides you with a simple drag-and-drop interface and a free Likert scale questionnaire template.

If you’re looking to boost your survey responses and create pleasant experiences, take the conversational way and try SurveySparrow today!

Have you got any questions on creating Likert scale surveys? Got any interesting tips or hacks for creating an effective Likert scale survey? Let us know in the comment section below.

If you’re wondering whether SurveySparrow is the right fit for you and would rather have someone walk you through our platform, reach out to us for a free, personalized demo!

Kate Williams

Content Marketer at SurveySparrow