Likert scale questions are one of the most popular and effective survey methods to measure customer feedback. Likert scale surveys help businesses gauge opinions, attitudes, and perceptions with precision. What exactly are Likert scale questions, and how can you use them effectively in your surveys? In this guide, we’ll explore everything you need to know about Likert scale questions, from their definition and benefits to advanced tips for creating and analyzing them
What is a Likert Scale?
A Likert scale measures attitudes, opinions, or behaviors by asking respondents to select their responses from a 5-point scale or 7-point scale. This scale enables customers to indicate the extent to which they agree or disagree with a given question. The aim is to understand their range of agreement or disagreement on a certain experience. This scale is named after psychologist Rensis Likert and is widely used in customer feedback surveys to quantify subjective data.
This is an example of a 5-point Likert scale
“The customer service team was helpful and responsive.”
- Strongly Disagree
- Disagree
- Neutral
- Agree
- Strongly Agree
This structured format is consistent, easy-to-assess data while giving respondents flexibility to express their views.
Examples of Likert scale questions in customer feedback
Here are some practical examples to inspire your survey design:
1. Customer Satisfaction:
“How satisfied are you with the quality of our product?”
- Very Dissatisfied to Very Satisfied
2. Net Promoter Score (NPS):
“How likely are you to recommend our brand to others?”
- 0 (Not at All Likely) to 10 (Extremely Likely)
3. Customer Support:
“The support team resolved my issue quickly.”
- Strongly Disagree to Strongly Agree
4. Website Usability:
“How easy was it to navigate our website?”
- Very Difficult to Very Easy
5. Purchase Experience:
“How satisfied are you with the checkout process?”
- Very Dissatisfied to Very Satisfied
How Long is a Likert Scale?
The length of a Likert scale depends on the survey goal. There are four types of Likert scale questions
3-Point Scale
The 3-point scale involves simple options such as “agree,” “neutral,” and “disagree.” This streamlined choice is ideal for a basic analysis where detailed assessment may not be needed.
5-Point Scale
The 5-point scale remains the most commonly used due to its balance between simplicity and depth. For example: ‘Our team could resolve the issue successfully.’
Choices:
- Strongly disagree
- Somewhat disagree
- Neither agree nor disagree
- Somewhat agree
- Strongly agree
7-Point Scale
The 7-point scale includes additional degrees of agreement and disagreement. It enables respondents to express more nuanced views. For example:
How satisfied are you with the customer service you received?
Choices:
- Very Dissatisfied
- Dissatisfied
- Somewhat Dissatisfied
- Neutral
- Somewhat Satisfied
- Satisfied
- Very Satisfied
10-Point Scale
The Net Promoter System has a fixed 10-point scale. It is useful to segregate your audience into brand advocates and brand detractors. A 10-point Net Promoter Score survey asks respondents only one question.
“How likely are you to recommend this product to a friend or a family member?”.
The score will be mapped from 0 to 10 and marked from ‘not likely at all’ to ‘extremely likely’.
Assessing Likert scale questions
Likert rating scale surveys indicate a customer’s experience across various touchpoints. Here are the 5 metrics on which a Likert scale question is based on.
Likelihood: How likely a respondent is to take a particular action (this mainly involves a purchasing decision). These questions are good if you’re trying to determine how likely someone is to do something instead of just how much they like the idea of something.
Satisfaction: Asking a satisfaction question can determine if your customers are happy with a service or product offering. The questions are phrased as follows: “How satisfied are your customers with the company offerings”.
Importance: Importance will determine how necessary or important a product or a service is, to a customer. It will identify how strongly people feel about a certain service, product, or experience.
The most common types include 3-point, 5-point, 7-point, and the increasingly popular 10-point scales.
Frequency: Frequency will determine the number of times a customer uses a product or a service. It can be mapped on the popular 5-point rating scale or a 7-point rating scale.
Quality: 1-5 poor to excellent Likert rating scale will assess the quality of products, services or overall experience of a customer.
Difference Between Bipolar Scale & Unipolar Scale
Here’s the difference between Bipolar Scale and Unipolar Scale:
Bipolar scale
Bipolar scale measures two opposite ends of a spectrum, mostly emotional metrics with a neutral midpoint (e.g., very satisfied to very dissatisfied). It captures contrasting attitudes and feelings on an experience. The scale value ranges from negative to positive (e.g: -3 to +3).
Bipolar scale is used for questions involving direct opposites, like satisfaction vs. dissatisfaction.
Example:
How do you feel about the product?
- Very Dissatisfied
- Neutral
- Very Satisfied
Unipolar scale
Unipolar scale measures the intensity of a single concept or feeling (e.g., Not At All Important to Very Important). It captures the degrees of a single attribute without opposition. The scale usually ranges from 0 or 1 to a positive number (e.g., 1 to 5).
Unipolar scale is suitable for assessing single characteristics like importance, frequency, or agreement.
Example:
How important is timely delivery?
- Not Important
- Slightly Important
- Very Important
Likert Scale Surveys: Advantages and Disadvantages
Advantages:
- This scale is popularly used. The templates are easy to understand, customize and implement across industries.
- Easy to assess, quantify and present. The results are straightforward.
- It shows various responses from customers and respondents alike. A useful scale to understand emotions, attitudes and experiences of people.
- People are familiar with the scale. So the survey response rate will be higher.
- Using audio surveys from Merren, you can also share a version to record survey responses from people.
Disadvantages:
Along with the advantages, there are certain disadvantages that can deter people from responding to Likert scale surveys.
- It can cause cognitive effort on people if there are too many scale based questions in a single questionnaire.
- It can lead to skewed responses since people can be in a hurry to finish a survey.
- Some people are not willing to answer in the extremes. People may find “highly agree” and “agree” similar.
7 Types of Likert Scale Surveys with Examples
A standard Likert scale will measure the following:
- Level of agreement
- Frequency scale
- Level of importance
- Quality scale
- Recommendation scale
- Satisfaction scale
- Effectiveness scale.
Let us look at each scale in detail.
1. Level of agreement scale
The level of agreement scale is very popular for Likert based questionnaires..
It will assess if a respondent will agree or disagree with a statement. Good to measure attitudes and opinions individually.
Question: “Customer feedback is essential to improve our services.”
Choices:
- Strongly Disagree
- Disagree
- Somewhat Disagree
- Neutral
- Somewhat Agree
- Agree
- Strongly Agree
Level of agreement scale is used in customer feedback surveys or to gauge employee experience.
2. Frequency scale
Frequency scale is good to understand how often certain actions occur such as using a product or service.
Question: “How often do you browse our products on our mobile app?“
Choices:
- Never
- Rarely
- Occasionally
- Sometimes
- Often
- Very Often
- Always
Frequency scale is used in product usage and analysis or behavior studies. Depending on the usage metrics, organisations can determine to keep or discard product features.
3. Level of importance scale
Level of importance scale will identify priorities or decision-making factors. It will assess how much people value certain features, business offerings, products or services.
Question: “How important is product pricing when choosing a service provider?“
Choices:
- Not Important
- Slightly Important
- Moderately Important
- Neutral
- Important
- Very Important
- Extremely Important
Level of importance scale is used to assess the importance of product features, shopping offers or service feature prioritization.
4. Quality scale
Quality scale will assess a customer’s perception of the quality of services or products.
Question: “How would you rate the quality of our customer support?“
Choices:
- Very Poor
- Poor
- Fair
- Neutral
- Good
- Very Good
- Excellent
Quality scale is used in service quality evaluations or to gauge product quality in the FMCG sectors.
5. Satisfaction scale
The satisfaction scale measures customer or employee satisfaction levels.It is commonly used to assess satisfaction metrics to improve customer experience. This scale is popularly used in customer experience surveys or employee satisfaction surveys
Question: “How satisfied are you with your recent purchase experience?“
Choices:
- Very Dissatisfied
- Dissatisfied
- Somewhat Dissatisfied
- Neutral
- Somewhat Satisfied
- Satisfied
- Very Satisfied
6. Recommendation scale
Recommendation scale is also called the Net Promoter Score survey or NPS metric. This gold standard scale will gauge the likelihood of recommending products or services.
Question: “How likely are you to recommend our services to others?“
Choices:
- Not at All Likely
- Slightly Likely
- Somewhat Likely
- Neutral
- Likely
- Very Likely
- Extremely Likely
Recommendation scale is also used to assess marketing effectiveness surveys.
7. Effectiveness scale
Effectiveness scale will evaluate the success or efficiency of a program, initiative, product or a service. Effectiveness scale can be used in program evaluation or performance assessments.
Question: “How effective was the training program in improving your skills?“
Choices:
- Not at All Effective
- Slightly Effective
- Moderately Effective
- Neutral
- Effective
- Very Effective
- Extremely Effective
25 Common Likert Scale Questions for 2025
Likert scale questions can get confusing for respondents. Remember to keep it easy for respondents to understand so that you can reap the benefits of a high response rate. Present questions with a few answer options. When required, add on an open-ended question to welcome personal opinions and expressions. In case of negative responses, follow up via a following question.
1. Likert scale question of agreement
1. I find the website easy to navigate.
Scale: 3-point
- Disagree
- Neutral
- Agree
2. Our company values innovation.
Scale: 5-point
- Strongly Disagree
- Disagree
- Neutral
- Agree
- Strongly Agree
3. The training program meets my expectations.
Scale: 7-point
- Strongly Disagree
- Disagree
- Somewhat Disagree
- Neutral
- Somewhat Agree
- Agree
- Strongly Agree
4. I feel motivated to achieve my goals at work.
Scale: 5-point
- Strongly Disagree
- Disagree
- Neutral
- Agree
- Strongly Agree
2. Likert scale question of frequency
1. How often do you use this product?
Scale: 3-point
- Rarely
- Occasionally
- Frequently
2. How often do you shop online?
Scale: 5-point
- Never
- Rarely
- Sometimes
- Often
- Always
3. How often do you engage with our mobile app?
Scale: 7-point
- Never
- Rarely
- Occasionally
- Sometimes
- Often
- Very Often
- Always
4. How frequently do you participate in team meetings?
Scale: 5-point
- Never
- Rarely
- Sometimes
- Often
- Always
3. Likert scale question of importance
1. How important is timely delivery to you?
Scale: 3-point
- Not Important
- Important
- Very Important
2. How important is customer service when choosing a brand?
Scale: 5-point
- Not Important
- Slightly Important
- Neutral
- Important
- Very Important
3. How important is sustainable packaging?
Scale: 7-point
- Not at All Important
- Slightly Important
- Moderately Important
- Neutral
- Important
- Very Important
- Extremely Important
4. How important are additional features in your subscription plan?
Scale: 5-point
- Not Important
- Slightly Important
- Neutral
- Important
- Very Important
5. How important are the prices of our products to you?
Scale: 5-point
- Very important
- Important
- Neutral
- Low importance
- Not important at all
4. Likert scale question of quality
1. Rate the quality of the product packaging:
Scale: 3-point
- Poor
- Fair
- Excellent
2. How would you describe the quality of the hotel amenities?
Scale: 5-point
- Poor
- Fair
- Good
- Very Good
- Excellent
3. Evaluate the quality of our technical support:
Scale: 7-point
- Very Poor
- Poor
- Fair
- Neutral
- Good
- Very Good
- Excellent
4. How would you rate the audio quality of our virtual event?
Scale: 5-point
- Poor
- Fair
- Good
- Excellent
5. Likert scale question of satisfaction
1. How satisfied are you with the checkout process?
Scale: 3-point
- Unsatisfied
- Neutral
- Satisfied
2. How satisfied are you with your recent order?
Scale: 5-point
- Very Dissatisfied
- Dissatisfied
- Neutral
- Satisfied
- Very Satisfied
3. How satisfied are you with our customer service team?
Scale: 7-point
- Very Dissatisfied
- Dissatisfied
- Somewhat Dissatisfied
- Neutral
- Somewhat Satisfied
- Satisfied
- Very Satisfied
4. How satisfied are you with the onboarding experience?
Scale: 5-point
- Very Dissatisfied
- Dissatisfied
- Neutral
- Satisfied
- Very Satisfied
6. Likert scale question of recommendation
1. Would you recommend our services to a friend?
Scale: 3-point
- No
- Maybe
- Yes
2. How likely are you to recommend this restaurant?
Scale: 5-point
- Very Unlikely
- Unlikely
- Neutral
- Likely
- Very Likely
3. How likely are you to recommend our mobile app?
Scale: 7-point
- Not at All Likely
- Slightly Likely
- Somewhat Likely
- Neutral
- Likely
- Very Likely
- Extremely Likely
4. Would you recommend this training program to colleagues?
Scale: 5-point
- Very Unlikely
- Unlikely
- Neutral
- Likely
- Very Likely
7. Likert scale question of effectiveness
1. How effective was the new workflow in improving productivity?
Scale: 3-point
- Ineffective
- Neutral
- Effective
2. How effective was the marketing campaign?
Scale: 5-point
- Not Effective
- Slightly Effective
- Neutral
- Effective
- Very Effective
3. Rate the effectiveness of our product in solving your problem.
Scale: 7-point
- Not at All Effective
- Slightly Effective
- Moderately Effective
- Neutral
- Effective
- Very Effective
- Extremely Effective
4. How effective was the training session in enhancing your skills?
Scale: 3-point
- Not Effective
- Neutral
- Very Effective
Tips for Writing Effective Likert Scale Questions
Crafting a Likert scale question requires an understanding of several crucial steps. The objective is to create a question that yields usable data without introducing bias or confusion.
1. Identify the survey objective:
Define what you want to measure, such as customer satisfaction, employee engagement, or product usability.
2. Avoid leading statements:
Don’t influence responses with biased wording. For example, replace “How amazing is our product?” with “How satisfied are you with our product?”
3. Be clear about questions:
Avoid vague or ambiguous phrasing since 7-point or 10-point Likert rating surveys can feel longer . For example, instead of asking, “How do you feel about our service?” use, “How satisfied are you with the speed of our customer support?”
4. Balance scale statements:
Provide equal options on both positive and negative sides, often with a neutral option in between. This helps reduce bias. For example:
Positive: “I would recommend this product to a friend.”
Negative: “I found the product difficult to use.”
5. Pilot test the survey:
Pilot your survey with a small group to identify confusing or unclear questions before launching it to a larger audience. Using Merren, you can run the Likert rating scale surveys on different survey channels and refine before launching a campaign.
How to analyze Likert scale surveys?
Once responses are collected, here’s how you can analyze the data effectively:
- Calculate averages: Assign numerical values to each response (e.g., 1 for Very Dissatisfied, 5 for Very Satisfied) and compute the mean score for each question.
- Identify trends and word clouds: Look for patterns, such as consistently low scores in specific areas (e.g., customer support).
- Segment responses: Break down responses by demographics, purchase history, or other variables to get detailed insights.
- Visualize results on CX dashboard: Use charts or graphs to present findings clearly to stakeholders.
- Act on customer feedback: Use the data to prioritize improvements, such as streamlining the checkout process if satisfaction scores are low.
Common mistakes to avoid in Likert scale surveys:
- Scale imbalance: Ensure an equal number of positive and negative options. Look out for central tendency bias where respondents may avoid extreme responses. To mitigate this, use a balanced scale and include neutral options.
- Complex language: Beyond the 5-point scale, the responses can be confusing. Keep it simple to avoid misinterpretations. Even when you translate the survey into a local language, proofread the survey to get accurate answers from your respondents.
Likert Scale Surveys vs. Other Survey Question Types
Here’s how Likert rating scale compares to other rating scale formats:
Question Type | Pros | Cons |
Likert Scale | Measures intensity of feelings; easy to analyze | May simplify complex opinions |
Rating Scale | Simple and visual | Lacks nuance like Likert scale |
Open-Ended | Provides rich, qualitative insights | Difficult to analyze especially without AI-driven assets |
Multiple Choice | Offers specific options | May not capture the full range of opinions |
Why Use Likert Scale Questions in Customer Feedback Surveys?
Likert scale questions are widely used in customer feedback surveys because they offer several key benefits:
- Quantifiable Data: easily analyze and compare responses for clear metrics and decision-making.
- Flexibility: They can be adapted to measure a wide range of topics. It is versatile for any industry from customer satisfaction to employee engagement.
- Ease of Use: Respondents find Likert scales intuitive and easy to complete. You can expect high survey response rates.
- Depth of Insight: The scale captures the intensity of feelings, offering more nuanced data than simple yes/no questions.
FAQs about Likert scale questions
- What is the ideal length for a Likert scale?
A 5-point scale is the most common, but a 7-point scale can provide more details. However, Net Promoter Score survey has a standard 10-point scale. - Can Likert scale data be used for statistical analysis?
Yes, Likert scale data can be analyzed using measures like mean, median, and mode. - Should I include a neutral option in my Likert scale?
Yes, a neutral option ensures respondents aren’t forced to choose between agree and disagree.
Create and Share Likert Scale Surveys with Merren
Likert scale questions are a game-changer for customer feedback surveys. Get a structured and flexible way to measure opinions and attitudes. Whether you’re measuring satisfaction, loyalty, or usability, the Likert scale survey can transform raw data into strategic decisions.
Sign up with Merren for a 14 day free trial and create Likert scale questions that get you 10x the response rate over traditional surveys. You can also build your own scale on our AI-powered survey builder.