Merits of Problems With Likert

¶ … merits of problems with Likert and differential scales. Rating scales are often used in judgment of material objects relative to other objects with similar attributes and properties (Cooper & Schindler, 2008). Questioning is less useful in situations where a researcher wishes to discern whether a particular object is more or less favorable, as it describes the object instead of ascribing value to it.

With the Likert scale, and differential scales, it is possible to place researched objects between points on a scale of favorability, thus giving a researcher access to the relative value of, or perceived attitudes toward, a given product. It is often advantageous to use a Likert scale when considering time and budget constraints. Likert scales are easily constructed and implemented, and are not costly (Cooper & Schindler, 2008). Likert scales also provide raw, statistical data that can be effectively transformed into computer models or computer generated charts and graphs.

Questioning, while useful in certain contexts, cannot be easily translated into a language that a computer can understand, limiting the researcher's ability to analyze the data broadly. However, the Likert scale's weaknesses are directly related to its strength in providing numerical data. The summated score it generates will not provide insight to the nuanced opinions and attitudes of those interviewed.

Responses to the items in the survey may provide a general idea of attitudes toward a product, but it will not show the thought processes the survey taker used to arrive at their judgment, nor will it give the researcher a clear idea of the individual meaning of the summated score. Semantic differential scales, like Likert scales, are useful in determining attitudes about brands, concepts, and ideas. They are advantageous when attempting to determine attitudes in a large sample (Cooper & Schindler, 2008).

They provide a more complete conceptual framework in which to study a total idea or concept. SD scales also produce interval data, similar to the Likert scale, which can then be used to plot data graphically or to gauge attitudes in different populations. However, the semantic differential scale suffers from the same weaknesses as the Likert scale. It will not provide detailed information about individually understood meanings of the rated questions, the product, concept, brand, or idea.

Student #2 The merits of the Likert scale lie in its ability to quickly and cost effectively produce data about attitudes and opinions regarding a product. It can be quickly created and is inexpensive to produce. The Likert scale allows researchers to generate a numerical score based on answers to questions. For example, a researcher may ask if a person agrees or disagrees with a statement and to what extent. The answer to the question is given a numerical value. These values are useful in analyzing large groups of people.

The Likert scale does not go into depth with the questions, though, and the researcher is left to figure out what the interviewee might or might not have meant. Differential scales are similar but instead use bipolar concepts, like hard or soft, to figure out attitudes. A numerical score is again given and that score can be used for analysis. Differential scales have the same problems as Likert scales, such as not going into depth with the questions.

Student #3 Research scientists gather data about products and services using Likert scales and differential scales. They are measurement tools that use numerical values.