A Likert scale is an ordered set of responses for indicating how strongly someone agrees with, or feels about, a statement or question. It is commonly used as a single-response format in surveys that measure perceptions, attitudes, beliefs, or experiences. section 6.2.2 section 6.4
When designing a scale:
- Keep the response options balanced and use a moderate number of points, usually five or seven. section 6.4
- Check the question as carefully as the scale: leading language, double-barreled statements, and negative wording can reduce response quality. section 6.4
- Choose a different format when the task calls for something else. Rankings capture relative preferences; free-text boxes let respondents explain an answer. Use a finer-grained sliding scale only when that detail is meaningful to respondents. section 6.2.2
From a rating to context
A five-point scale might run from “Strongly Disagree” to “Strongly Agree.” An NPS question instead uses an 11-point single-response scale and is often followed by a free-text question asking why the respondent chose that answer. Organizations can track the resulting metric over time while examining the written responses for context. section 6.2.2
A scale records a self-reported response, not directly observed behavior. Its format and wording can shift the answers received, so interpret changes in results alongside how the question was asked. section 6.2.2 section 6.4
