Whether you’ve received an email asking “How satisfied are you with your transaction?” after purchasing an item or “How likely are you to return?” after receiving a service – Likert scale questions are everywhere. You’ve probably encountered Likert scale questions before. The scale is named after its inventor, American psychologist Rensis Likert. Often used in market research and social science surveys, researchers use the scale to understand views and sentiment toward a product, service, brand, or market. What is a Likert scale?Ī Likert scale is a rating scale used to measure attitudes, perceptions, and opinions. How do you know what your customers are thinking? The only effective way to get into the mind of your audience is to ask them directly – and to do that successfully, you will need to understand and use Likert scale questions.
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