Chapter 2 · Survey: Measurement and Scaling · Slide 49/274
Likert Scale
Respondents indicate the extent to which they agree with the listed statements — using a 5- or 7-point scale that ranges from one extreme to the other.
2.3 · Non-Comparative Scales
Itemized Rating Scales
Likert Scale
i
Likert Scale
Respondents indicate the extent to which they agree with the listed statements — using a 5- or 7-point scale that ranges from one extreme to the other.
Below are various statements about "Real". Please indicate how strongly you agree with these statements:
| Strongly disagree | Disagree | Neutral | Agree | Strongly agree | |
|---|---|---|---|---|---|
| Real sells high-quality goods | |||||
| Real has poor service reversed | |||||
| I enjoy shopping at Real | |||||
| Real offers a mix of different brands | |||||
| The credit policy at Real is terrible reversed | |||||
| I don't like Real's advertising reversed | |||||
| The prices at Real are fair |
Important: Statements 2, 5 and 6 are reversed in wording. Before data analysis, these scales must be recoded — a higher number should always mean a better attitude.
QUESTIONSTAR · Dr. Paul Marx
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