Likert Scale

Also known as: Likert Scale, Rating Scale, Agreement Scale

5 or 7-point response scale measuring degree of agreement or disagreement with a statement.

The Likert Scale is the most widely used response scale type in market research. Developed by Rensis Likert in 1932, it typically offers 5 or 7 response options from 'Strongly Disagree' to 'Strongly Agree' (or equivalents depending on the measured attribute), with a neutral midpoint.

Common variants: agree-disagree scale (the original), satisfaction scale (1 to 5 or 1 to 10), importance scale ('not at all important' to 'very important'), and frequency scale ('never' to 'always').

Advantages: simple to understand, allows statistical analyses, and facilitates comparisons between groups and over time. Main limitations: acquiescence bias (tendency to agree), compression toward the center or extremes, and the psychological distance between adjacent points may not be equal (not a true interval scale).

Atlantia uses Likert scales in its standard questionnaires and understands their limitations for correct interpretation.