What Is the Best Response Scale for Survey and Questionnaire Design; Review of Different Lengths of Rating Scale / Attitude Scale / Likert Scale

Abstract

One of the important research tool is questionnaire. Decision makers and researchers across all academic and industry sectors conduct surveys and questionnaires to uncover answers to specific, significant questions. In fact, questionnaires and surveys can be an effective tools for data collection required for research and evaluation. In order to develop a survey/questionnaire, first the researcher should decide how to collect the required data. In this regard, scaling is the branch of measurement that involves the construction of an instrument. One of the most widely used scaling method is attitude scales to measure instruments and Likert scale is applied as one of the most fundamental and frequently used psychometric tools in sociology, psychology, information system, politics, economy and many more research. However, research methodology research have not particularly suggested the best rating scale to be chosen for a research. This study is going to provide an overview of the Likert scale and comparing rating scales of different lengths. Results will make researchers able to make decision on what number of Likert scale points use for their survey and questionnaire. Taken as a whole this study suggests using of seven-point rating scale and if there is a need to have respondent to be directed on one side, then six-point scale might be the most suitable.

Keywords: Response Scale, Rating Scale, Attitude Scale, Liker Scale, Scaling Method, Response Rate, Questionnaire, Survey Design