![]() When using Likert scales, the researcher must take into account issues such as the different categories of responses, the size of the scale they are using, the direction of the scale, the nature of the Likert-derived data, and the appropriate statistical analysis of such data.Ī good Likert Scale should have the following characteristics: Likert scales are commonly used in social and educational research to assess the opinions, attitudes, and behavior of a given audience. In most cases, the categories of responses are usually coded numerically or alphanumerically, in which case the numerical values must be defined appropriately for that specific study. They choose from a range of possible responses to a specific question or statement the responses typically include “strongly agree,” “Agree.” “Neutral,” “Disagree,” and “Strongly disagree.” ![]() Researchers often use the Likert scale to understand the views and perspectives towards a brand, product, or target market. A Likert Scale named for social scientist Rensis Likert is a unidirectional rating system used in questionnaires designed to measure people’s attitudes, perceptions, or opinions. ![]()
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