by Saul McLeod published 2008
Various kinds of rating scales have been developed to measure attitudes directly (i.e. the person knows their attitude is being studied). The most widely used is the Likert Scale.
Likert (1932) developed the principle of measuring attitudes by asking people to respond to a series of statements about a topic, in terms of the extent to which they agree with them, and so tapping into the cognitive and affective components of attitudes.
Likert-type or frequency scales use fixed choice response formats and are designed to measure attitudes or opinions (Bowling 1997, Burns & Grove 1997). These ordinal scales measure levels of agreement/disagreement.
A Likert-type scale assumes that the
strength/intensity of experience is linear, i.e. on
a continuum from strongly agree to strongly
disagree, and makes the assumption that attitudes
can be measured. Respondents may be offered a choice
of five to seven or even nine pre-coded responses
with the neutral point being neither agree nor
In it final form, the Likert Scale is a five (or seven) point scale which is used to allow the individual to express how much they agree or disagree with a particular statement.
I believe that ecological questions are the most important issues facing human beings today.
Strongly agree / agree / don’t know / disagree / strongly disagree
Each of the five (or seven) responses would have a numerical value which would be used to measure the attitude under investigation.
Likert Scale Examples
How can you analyse data from a Likert Scale?
• Summarise using a median or a mode (not a mean); the mode is probably the most suitable for easy interpretation.
• Display the distribution of observations in a bar chart (it can’t be a histogram, because the data is not continuous).
Likert Scales have the advantage that they do not expect a simple yes / no answer from the respondent, but rather allow for degrees of opinion, and even no opinion at all. Therefore quantitative data is obtained, which means that the data can be analyzed with relative ease.
However, like all surveys, the validity of Likert Scale attitude measurement can be compromised due the social desirability. This means that individuals may lie to put themselves in a positive light. For example, if a likert scale was measuring discrimination, who would admit to being racist?
Offering anonymity on
self-administered questionnaires should further
pressure, and thus may likewise reduce social
desirability bias. Paulhus (1984) found that more
desirable personality characteristics were reported
when people were asked to write their names,
addresses and telephone numbers on their
questionnaire than when they told not to put
identifying information on the questionnaire.
Bowling, A. (1997). Research Methods in Health. Buckingham: Open University Press.
Burns, N. & Grove, S.K (1997). The Practice of Nursing Research Conduct, Critique, & Utilization. Philadelphia: W.B. Saunders and Co.
Likert, R (1932). A Technique for the Measurement of Attitudes. Archives of Psychology, 140, 1–55.
How to cite this article:
McLeod, S. A. (2008). . Retrieved from
Like The Site? Follow Us!