Likert scales are one of the most popular tools in surveys and polls. If you use Formidable Forms, now you also have access to Likert scales.
When you think about surveys, your mind might jump to simple 'yes and no' survey questions. However, the more detailed survey answer options are, the more valuable they become. Of course, it's hard to compile data on hundreds of survey takers if their responses don't follow a similar format.
That's where the "Likert" scale comes in. A Likert scale enables survey-takers to tell you precisely how they feel about a question, without having to write down an open-ended response. You can design scales using different formats depending on the types of questions you include.
In this article, we'll talk about the history of the Likert scale, how it works, and why it's a great option for online surveys. Then we'll show you how to add Likert scale questions to your survey using Formidable Forms. Let's get to it!
What is a Likert scale? (And why it's a useful tool)
So, just what is a Likert scale? In a nutshell, it's a psychometric tool commonly used in surveys and questionnaires. By "psychometric", we mean that researchers use Likert scale data to measure attitudes.
Even if you're not a psychologist or a researcher, Likert scales can be an incredibly valuable tool when it comes to collecting data from users. Here's a quick example of what a Likert scale might look like in a regular questionnaire:
The scale enables survey takers to provide more accurate answers than regular 'yes and no' options. For example, if you feel that you do make friends from time to time, but not relatively often, you might choose the second or third option from the left. If you were only offered yes and no prompts, you might be compelled to answer with a no instead.
To put it another way, Likert scales enable you to collect more accurate responses from your users. If you're using surveys to gauge what customers think about your products or services, more accurate data can lead to bigger improvements.
Another advantage of Likert scales is that they're easier to answer than asking visitors to provide open-ended answers. A lot of users might shy away from providing detailed responses to questions. However, if you break down a complex prompt such as "What areas do you think our business could improve in?" into multiple options, you can use Likert scales to get the responses you want.
Tips for designing accurate Likert scales
It's important to understand you can't simply add a Likert scale to any type of question and expect it to provide you with a trove of accurate data. For this scale to work, you'll need to follow several basic guidelines, which include:
- Make the scale symmetrical. Traditionally, Likert scales offer a symmetrical range of options along two possible extremes. For example, you can design a 5 point Likert scale for levels of agreement that ranges from "Strongly agree" to "Strongly disagree", along with a neutral option.
- Use questions that can be answered with a scale. Some questions don't lend themselves well to a Likert scale, such as: "Will you be coming back to our website?" Instead, you might opt to structure that question as: "How likely are you to come back to our website?".
- Avoid using adjectives in your questions. Adjectives can skew the results of users' answers. If you ask: "Did you love our services?", you're less likely to get honest responses (or might discourage users from answering altogether).
There's no universal template for Likert scales. What matters is to provide users with clear, simple questions and a reasonable degree of choice.
How to add Likert scales to your WordPress surveys
Once you install and activate the add-on, you'll see a new Likert Scale option under Advanced Fields when you're working on a new survey:
Using Formidable Forms, you can add multiple questions to a single Likert field, which works perfectly if you want to use the same rating scale for multiple prompts:
If you click on your Likert scale, you can access the Field Options menu, which enables you to add or edit questions and change your rating scale:
Once your survey is ready, you can publish it and start collecting data from users. Using Formidable Forms and the Surveys add-on, you can combine Likert scales with a broad range of other queries. That includes yes and no questions, multiple-choice prompts, and more.
Likert scales are remarkably easy to implement in surveys, as long as you keep a few simple tips in mind. Each scale should be symmetrical, so you don't get skewed results. Likewise, you need to stick with questions that can be answered using a scale, and avoid adjectives.
If you're using the Business plan for Formidable Forms, you already have access to Likert scales. You can add Likerts to your surveys or regular forms, include as many questions as you want, and design a rating scale with any values you see fit.
Do you want to create user-friendly surveys and get amazing insights from your visitors? Formidable Forms can help you create surveys that include Likert scales and many other elements!