Have you ever answered a question in a survey that asked you how much you disagree or agree with the statement? That kind of question is known as Likert scale. If you are looking to create an awesome Likert scale survey in google forms, then you’ve got yourself on the right page.
We can all agree that there’s no single question that designates someone as politically correct or incorrect. Some might have liberal thoughts on current education system matters but others might have conservative opinions or be against the system.
So, instead of asking one question, Likert scale helps to measure the opinions of people about the topic with various statements with a rating scale.
Today’s blog is all about the Likert Scale survey. We are going to discuss everything about it [as much as we can cover here], what it exactly is, its benefits, and tips to make Likert scale questionnaires effective. We are also going to go through the procedure for creating a Likert scale survey using Google Forms.
- What is a Likert Scale Questionnaire?
- Benefits of the Likert Scale Survey
- Tips to Create an Effective Likert Scale Survey
- How to create a Likert scale survey in google forms?
- Likert scale is a psychometric scale commonly involved in survey research that employs questionnaire. It is a unidimensional scale used to collect respondents’ opinions and attitudes.
- Likert scale is popular in surveys because of its multiple reasons or benefits like it is easy to understand, doesn’t force an opinion, can be useful in any situation, and more.
- To create Likert scale survey there are some tips to follow so to make the outcomes credible. Such as, be as specific as possible, select appropriate response scale, be consistent, and use questions more than statements.
- Lastly, Likert scale are easy to create in google forms, though it doesn’t have Likert scale option, one can use multiple-choice grid question type to create Likert scale questionnaire.
What is a Likert Scale Questionnaire?
According to Wikipedia, the Likert scale is a psychometric scale commonly involved in research that employs questionnaires. It is a most widely used approach to scaling responses in survey research.
The Likert scale is a unidimensional scale used to collect respondents’ opinions and attitudes. It is a questionnaire with even and odd major types like four, five, or seven-point scales. To get a holistic view of people’s opinions, the choices range from polar opposites such as, ‘strongly disagree to strongly agree.’ Besides, odd-Likert scales include a mid-point i.e, a ‘neutral’ category option for people who are unsure of the statement.
Researchers often use this psychometric scale to understand the views and perspectives towards a brand, product, or target market. It was established by a psychologist named Rensis Likert as a distinction between a scale that materializes from a collection of responses to a group of items.
Example of Likert scale questionnaire,
- Employee Engagement Survey – When you want to collect feedback about what your employees think of your organization’s activities
- Customer Satisfaction Survey – when you want to comprehend what your customers’ opinions are on the products they use
- Professional event feedback – When you wish to collect feedback on the success of your events, the Likert scale is useful.
Benefits of the Likert Scale Survey
Likert scale is popular in surveys especially if researchers or surveyors want to analyze the target audience’s opinions and attitudes regarding the topic. Likert scale ratings are structured to provide quantifiable answer options that make analyzing data easier.
It is popular for multiple reasons/benefits and here we have mentioned a few of them to give you a better idea of Likert scale surveys and why they are the talk of the town.
1. Easy to Understand
More often than not, respondents would have taken a Likert scale survey at some point in time. Unlike other complex surveys with broad questions, this scale asks respondents in a straightforward language that is easy to comprehend.
Moreover, the responses are easier to quantify and can be calculated using mathematical analysis.
2. Doesn’t force an opinion
Another reason why Likert scale survey is so popular is that it doesn’t force respondents to answer particular responses that they might be uncomfortable dealing with it, leading to wrong answers.
Since it doesn’t ask for a Yes/No answer, Likert scale questionnaire allows respondents to respond to a degree of the agreement thus making it easier to complete a survey.
3. Best for surveys that are focused on one topic
Likert scale surveys are best when used for asking questions that revolve around one topic. When you ask questions that are relevant to a particular topic, it helps you get more accurate results. Because when it is time to report the data, you want to analyze findings that sum up the results from a few questions.
For instance, if you want to know your customers’ satisfaction with the product. Your questions or statements must focus on it. Like how satisfied or dissatisfied are you with the quality of the product? Then follow up with questions related to it.
4. Versatile [Useful in any situation]
Likert scale is a universally accepted and used scale in surveys because they are easily understood. Besides, they can be used in any situation when you want to get insights from your consumers.
You can use it to want to see if customers are in agreement with your service. Or when you want to see if your customers would recommend your product to someone else.
You can apply this type of scaling question to multiple types of surveys – customer satisfaction, user effort survey, etc.
5. Quantifiable Data
The responses garnered from Likert scale questionnaires are easy to quantify at the time of evaluation. As it offers different choices to the respondents than a simple yes/no. Hence, Likert scale surveys are more popular and convenient for businesses to effectively gauge customer sentiments.
Tips to Create an Effective Likert Scale Survey
Just knowing the purpose of the Likert scale won’t help you. For Likert scale surveys to bring credible outcomes, you must also be proficient in creating effective Likert scale questionnaires.
Here are our tips on creating the perfect Likert scale survey –
1. Try to be specific as possible
Likert scale questions must be curated with specificity and framed in a way to encourage more accurate results. Know that misinterpretation only lead to more confusion, what you ask you shall receive according to that only.
Basically, if you ask about customer satisfaction with the restaurant. You must specify the area of satisfaction – valet, waiters, host, food, or all of the above. Bottom line – if you can get as specific as possible, there’s a higher chance that your questionnaire will have more valuable responses.
2. Select Appropriate Response Scale
You must choose types of response scales to use – Unipolar and Bipolar scales. The unipolar scale has options that start from none to maximum, making sure the extreme ends have a one-way scale like not at all helpful to very helpful.
On the other side, the bipolar scale has options consisting of words opposite to each other, for instance, satisfied – dissatisfied. However, the unipolar scale is easier to understand and is the preferred option. It relates to the statement and to each other making the Likert scale survey cohesive.
Make sure the scale must be relatable to the question and as clear as possible. Apart from that, you must decide on the number scale as well. Likert usually has an odd number scale i.e, a 5-point Likert scale or a 7-point Likert scale.
3. Create statements & responses to identify your research
Likert scale is often used when you want to understand something that requires more than one question. Because you’ll be asking multiple questions in your survey, making sure the statements analyze different indicators of your research is important.
So, create statements that consist of a balance of positive and negative indicators. For example, positive words like – using social media have made social life interesting. The negative statement will be like – using social media has made social living worse.
The respondents who agree with positive statements should disagree with negative statements & vice versa. When you get clear-cut answers, it means the responses that are reliable. Besides you can also add different opinions from positive to negative options in every question, if not statements to make it wholesome.
4. Use Questions rather than statements
Statements carry an implied risk – most people tend to agree than disagree with statements [this is called acquiescence bias]. It’s more effective to ask questions than to make a statement. However, that doesn’t mean you ask leading questions.
5. Keep it consistent
Make sure to stay true to the scale you’ve used in the survey. If you have used a 5-point Likert scale survey then keep it that way everywhere. Apart from that, keep the formatting of your scale consistent.
How to create a Likert scale survey in google forms?
Google Forms does not have a separate question type for the Likert scale. However, it does has a multiple choice grid question type option that plays the same role of creating a Likert scale question. Here, we are going to in steps see how to create a Likert scale survey in google forms.
STEP 1 – Firstly, set up the google forms, for that go to the Gmail account menu on the right side of the page and select ‘Forms’ or click here to visit the page.
STEP 2 – Select a blank form or choose from different template options. It included event feedback forms, customer feedback, and more.
STEP 3 – Name your survey, add a title and description to your survey. Once that is done, create a Likert scale questionnaire.
STEP 4 – Create a new question in google forms by clicking on this icon ⊕. Then click on the multiple-choice option dropdown box for extending the list of available question types.
STEP 5 – Select the ‘multiple-choice grid’ option from the question type. Write your main question in the title that explains what Likert scale questionnaire is all about. And if you are using numbers as scale then make sure to clearly mention the degree of the numbers i.e, very good – very bad
STEP 6 – Add row and columns, then put statements or questions in the Rows section. And put scale in the Columns section, typical example of it is – Strongly agree – strongly disagree.
STEP 7 – Enable ‘require a response in each row’ at the bottom of the question. It will make the question required and respondents will have to attend every statement.
STEP 8 – Preview the Likert scale survey and then share the form if everything good too go.
This is the steps to create a 5-point likert scale or even 7-point likert scale.
Note* – If you want to add timer to your survey or want to add deadlines there is an add-on for google forms that not only add countdown timer but also useful if you want to add proctoring feature to your quiz or test.
ExtendedForms is the google forms timer and proctor app that you can use to add timer, deadlines, and even use auto-submit feature. Install the add-on from Google Marketplace and then configure the settings to do so.
Well, now that you know how to create a Likert scale survey and make it an effective one. It’s up to you to create a great Likert scale survey and present survey analysis more accurately, that provides you deeper perspective into your target audience.
You must check out ExtendedForms as well to know more about the add-on and do try the free version of the app and know for yourself.