In customer satisfaction questionnaires, a Likert scale has an advantage over other answer formats in...

The Likert scale is a commonly used rating system that allows respondents to express their level of agreement or satisfaction with a statement. Here’s why it provides an advantage over other answer formats:

A. Make the questions more concise: While the Likert scale simplifies response options, it does not necessarily make the questions themselves more concise. The focus here is on the response format, not the wording of the questions.

B. Make the questions easier to answer: The Likert scale does make answering easier because respondents choose from a predefined set of options (e.g., “Strongly Agree,” “Agree,” “Neutral,” “Disagree,” “Strongly Disagree”). This format reduces cognitive load compared to open-ended questions.

C. Allow the customer to express degrees of satisfaction: This is the correct choice. The Likert scale allows respondents to indicate their level of satisfaction or agreement on a continuum. It captures nuances and variations in opinions, making it suitable for assessing degrees of satisfaction.

D. Allow the customer to specify simple yes-no answers: Unlike a simple yes-no format, the Likert scale provides a range of response options beyond binary choices. It allows for more granularity in expressing opinions.

In summary, the Likert scale’s strength lies in its ability to capture degrees of satisfaction or agreement, making it a valuable tool for assessing customer perceptions.

References: : The ASQ Certified Manager of Quality/Organizational Excellence Handbook, Fifth Edition12.