Likert scale:

A Likert scale is a uni-dimensional scale that researchers use to collect

respondents’ attitudes and opinions. Researchers often use this psychometric
scale to understand the views and perspectives towards a brand, product, or
target market. These scales allow determining the level of agreement or
disagreement of the respondents
Example:
 to collect product feedback, the researcher uses a Likert Scale question in
the form of a dichotomous option question. 

 He/ she frames the question as “The product was a good purchase” with
the options listed as agree or disagree. 

 The other way to frame this question is, “Please state your satisfaction
level with the products,” and the options ranging from very dissatisfied to
very satisfied.
Types of likert scale:
Even Likert scale-4 points without neutral
Odd likert scale – 5 points with neutral.
4 Point Likert Scale: 4 point Likert scale is basically a forced Likert scale.
The reason it is named as such is that the user is forced to form an opinion.
There is no safe 'neutral' option. Ideally a good scale for market researchers,
they make use of the 4 point scale to get specific responses.
Pros of a 4 Point scale
 In certain cases in which a specific user opinion is essential, the 4-point
scale is most ideal.
 Best for recording opinions on services/products which the user has
used/experienced.
 Usually, Likert scales are odd-numbered scales. It provides an
exception to the rule.
 1. 4 Point Likert Scale Example for Frequency
 To measure frequency, customer care surveys can make use of an even
Likert scale question.
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 2. 4 Point Likert Scale Example for Agreement
 This question goes, either way and is linked with intermediate
agreement answer options. These questions are used to measure
customer satisfaction.


 3. 4 Point Likert Scale Example for Satisfaction: The two sides to
satisfaction which is satisfied and dissatisfied will be interlinked with
other answer options without a neutral answer option.


5 Point Likert Scale
5 point Likert scale consists of 5 answer options which will contain two
extreme poles and a neutral option connected with intermediate answer
options. A commonly used 5 point Likert scale example to measure
satisfaction is: Very satisfied, Satisfied, Neither satisfied nor dissatisfied,
Dissatisfied, and Very dissatisfied.
Pros of a 5 Point scale 
 It is relatively easier for respondents to understand.
 A 5 point scale is ideal for a larger study.
 5 point Likert scales tend to produce better distributions of data
Examples of Five Point Likert Scale Questionnaires
1. 5 Point Likert Scale Example for Agreement
This scale would consist of 5 answer options which will contain polls and a
neutral option connected with intermediate answer options. These scales can
be used in a similar manner for measuring likelihood, importance, frequency,
and many other factors.

2. 5 Point Likert Scale Example for Satisfaction

This scale of measuring satisfaction will offer 5 answer options such as
satisfied and dissatisfied with a neutral option at the midpoint. These options
are interlinked with other options that would provide respondents the
variations they look for.
 3. 5 Point Likert Scale Example for Frequency
To measure the frequency of an occurrence with other options that would
provide respondents the variations they look for.
Semantic Scale:
 A Semantic Differential scale will provide you with information
on where your participants' view lies on a continuum between
two contrasting adjectives.
Untidy-----------------------clean
worst-------------------excellent.
Guttman: Guttman scale also called cumulative scaling or scalogram analysis is
created with elements that can possibly be ordered in a hierarchical manner. It is
representative of the extreme “attitude” of respondents, i.e. extremely positive
or negative, about the subject in-hand.

 This scale is used by researchers in situations where a unidimensional

scale for a continuum of opinions is required. 

 Guttman scale has a list of statements. It can be inferred that respondents

who agree to the statement placed at the end of this list, would have agreed
to all the other statements above the last one.
Another example, look at the statements listed out about a person’s relationship with a snake.
1. I will look at a snake in the zoo from a distance
2. I will go close to a snake
3. I will touch a snake
4. I will own a snake as a pet
5. I will keep a snake on my bed
Note how the statements are listed in order of difficulty. The level of difficulty kept
increasing. Guttman scale starts the statement in an item in ascending order. It goes from the
least difficult to the most difficult.
Bogardus sale: The Bogardus scale is a social distance scale that measures
prejudice—or, more precisely, the degrees of warmth, intimacy, indifference or
hostility—between an individual and any social, racial or ethnic groups.  The
Bogardus social distance scale is also known as a cumulative scale because an
agreement with one item shows agreement with any number of preceding items;
which makes it a subset of the Guttman scale.
A score of 1 is assigned to each option, asking the individual what the closest
degree of intimacy is that he or she would be willing to admit a member of the
group in question. The following is asked:

The ratings of multiple people from one community is collected as a cumulative and the
average of this number represents the value of the social distance scale.