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Likert Scale

A Likert scale is a rating scale used to measure opinions, attitudes, or behaviors by presenting a statement or question followed by a series of answer options, typically 5 or 7, for respondents to choose the option that best corresponds to their feelings. Likert scales are useful for capturing nuanced levels of agreement but are prone to response bias where respondents agree or disagree with all statements due to fatigue or a tendency toward extremes; they are commonly used in surveys and fields like marketing and psychology.

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72 views6 pages

Likert Scale

A Likert scale is a rating scale used to measure opinions, attitudes, or behaviors by presenting a statement or question followed by a series of answer options, typically 5 or 7, for respondents to choose the option that best corresponds to their feelings. Likert scales are useful for capturing nuanced levels of agreement but are prone to response bias where respondents agree or disagree with all statements due to fatigue or a tendency toward extremes; they are commonly used in surveys and fields like marketing and psychology.

Uploaded by

Akira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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LIKERT SCALE

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 A Likert scale is a rating scale used to
measure opinions, attitudes, or behaviors.
 It consists of a statement or a question,
followed by a series of five or seven answer
statements. Respondents choose the option that
best corresponds with how they feel about the
statement or question.
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 Because respondents are presented with a range of possible
answers, Likert scales are great for capturing the level of
agreement or their feelings regarding the topic more
nuancedly. However, Likert scales are prone to response bias
, where respondents either agree or disagree with all the
statements due to fatigue or social desirability or have a
tendency toward extreme responding or other 
demand characteristics.
 Likert scales are common in survey research and fields like
marketing, psychology, or other social sciences.
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