The Likert Scale was named after Dr. Rensis Likert in 1908. He was an organizational behavior psychologist. The scale is frequently used by researchers who want to measure specific opinions, topics, or behaviors. Specifically, the Likert Scale appears as a collection of statements about a certain topic and has response choices that range from one extreme to another. The respondent is usually instructed to answer one of the response choices for each statement.
Here are some examples of common Likert Scales:
Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree
Excellent | Good | No Opinion | Fair | Poor
Extreme Value | Much Value | Average Value | Limited Value | No Value
The clear advantages of these types of Likert Scales is that it forces the respondent to move beyond the simple answer of Yes/No. Also, the quantitative data can be easily interpreted because the column totals are summarized and are translated into a percentage score. Further, the Likert Scale or Matrix questions can be separately interpreted and downloaded into .SPSS for advanced graphical display or presentations to management.