Page 14 - tajccHpm&if;tif;ynmtwGuf R

Likert Scale

to indicate the degree of agreement with the statement or any kind of
subjective or objective evaluation of the statement.

Ice cream is good for breakfast.
1. Strongly disagree
2. Disagree
3. Neither agree nor disagree
4. Agree
5. Strongly agree

- each item may be analyzed separately ( as Ordinal)
- item responses can be summed to create the summative
scales (as interval data )

27

Example: Likert

Disagree Agree
Strongly Strongly
disagree 1 2 3 4 5 agree
Neither agree
Nor disagree
1 2 3 4 5
1. ABC sells high quality merchandise

2. ABC has poor in-store service
3. I like to shop at ABC

4. ABC sells a wide variety of merchandise
5. ABC charges fair prices

6. I do not like the advertising done by ABC

* Scores of 2 and 4 must be reversed
28