What is the Likert Scale?
- Content Type:
- Glossary
Likert scale Definition
A scale in which the respondent specifies a level of agreement or disagreement with statements that express a favorable or unfavorable attitude toward the concept under study. See also semantic differential.
The Likert scale in marketing research is a psychometric scale used to measure attitudes, opinions or perceptions by asking respondents to indicate their level of agreement or disagreement with a series of statements, typically on a 5-point or 7-point scale.
What are key characteristics of the Likert in marketing research?
- Measures degrees of agreement, disagreement or other attitudes.
- Commonly uses 5-point or 7-point response options.
- Produces ordinal or interval-level data.
- Easy for respondents to understand and complete.
- Allows for nuanced measurement beyond simple yes/no answers.
- Often includes a neutral midpoint.
Why is the Likert scale important in market research?
The Likert scale is important because it captures the intensity of respondents’ feelings, providing richer and more quantifiable insights into attitudes and perceptions than binary questions. It supports statistical analysis and trend measurement over time.
Who relies on the Likert scale as it pertains to marketing research?
Market researchers, survey designers, brand managers, product developers, advertising agencies, academic researchers and consumer insights professionals rely on Likert scales to measure opinions and satisfaction levels.
How do market researchers use the Likert scale?
Market researchers use the Likert scale to assess customer satisfaction, measure brand perception, evaluate product or service performance and analyze consumer attitudes toward marketing messages. Results are often aggregated to identify patterns, track changes over time and inform strategic decisions.