The Likert scale is a psychometric scale commonly used across surveys to gauge people’s opinions to perceptions.

Likert scale questions gauge the opinions and attitudes of people towards a specific scenario. It can help you measure your audience’s opinions and perceptions with greater nuance than a simple “yes or no” question.

According to the surveyor’s needs, it provides respondents with five or seven possible answers that range between polar opposites — complete agreement to complete disagreement.

As a result, a Likert type question is deployed in customer surveys to

• Accurately measure a consumer’s beliefs.
• Accurately assess the experiences your customers had with your brand, product, or service. This information is vital to designing a better experience.

In this article, we explain what a Likert scale is, give you some examples, and list the best Likert Scale questions you can ask your customers. 

Types of Likert Scale Questions – With Examples

In addition to helping you measure agreement, the Likert scale can help you assess and measure frequency, importance, quality, likelihood, etc. Moreover, Likert scale questions allow you to assess the following in detail:

#1. Satisfaction Scale

Understand how happy or satisfied your audience is with your support

Example: How satisfied were you with our customer service?

1. Not satisfied at all
2. Somewhat unsatisfied
3. Neutral
4. Somewhat satisfied
5. Completely satisfied

#2. Level of Agreement

Enable customers to indicate the extent to which they agree or disagree with a particular statement.

Example: Please select how much you agree or disagree with the following statement: Cats make better pets than dogs

1. Strongly disagree
2. Somewhat disagree
3. Neither agree nor disagree
4. Somewhat agree
5. Strongly agree

#3. Likelihood to Recommend

Measure the potential for word-of-mouth recommendations

Example: How likely are you to recommend our service to your friends and family?

1. Not at all likely
2. Somewhat unlikely
3. Neither likely nor unlikely
4. Somewhat likely
5. Very likely

#4. Level of Importance

Gauge how much your audience values a certain service

Example: How important is it to have 24/7 customer service?

1. Not important at all
2. Somewhat unimportant
3. Neutral
4. Somewhat important
5. Extremely important

#5. Frequency Scale

Assess how often they use certain services to discontinue perhaps the ones they don’t care about

Example: How often do you use our chatbot to troubleshoot?

1. Never
2. Less than once a week
3. About once a week
4. More than once a week
5. Most days

#6. Quality Scale

Quality scales assess respondents’ perceptions of the quality of a product, service, or experience.

Example: Rate the quality of our customer service.

• Very poor
• Poor
• Average
• Good
• Excellent

#7. Effectiveness Scale

Effectiveness scales are used to evaluate the effectiveness or performance of a product, service, or program.

Example: How effective do you find our online tutorial sessions?

• Not effective at all
• Slightly effective
• Moderately effective
• Very effective
• Extremely effective

Try Our Likert Scale Survey Template Below!

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45 Commonly Asked Likert Scale Questions

The following are some of the most asked Likert scale questions in the surveys. We have categorized the questions into each question type for your convenience.

Satisfaction: Likert Scale Questions

1. How satisfied were you with your stay at our hotel?

• Very dissatisfied
• Somewhat dissatisfied
• Neither satisfied nor dissatisfied
• Somewhat satisfied
• Very satisfied

2. How well does this product meet your needs?

• Did not meet my needs at all
• Met very few of my needs
• Met some of my needs
• Met majority of my needs
• It met all of my needs

3. How intuitive did you find using/navigating our website?

• Not intuitive at all
• Not very intuitive
• Somewhat intuitive
• Mostly intuitive
• Extremely intuitive

4. How satisfied were you with your in-store experience?

• Delighted
• Satisfied
• Not satisfied at all / frustrated

5. What was your level of satisfaction with our product(s) (or service)?

• Extremely satisfied
• Very satisfied
• Slightly dissatisfied
• Not satisfied at all

6. How helpful are the instruction videos provided on our website?

• Extremely helpful
• Somewhat helpful
• Not very helpful
• Not helpful at all

7. How satisfied were you with our new menu?

• Very satisfied
• Reasonably satisfied
• Slightly dissatisfied
• Very dissatisfied

8. To what extent did our customer service team meet your expectations?

• Significantly exceeded expectations
• Met expectations
• Did not meet expectations

9. How would you rate your recent customer service call?

• Exceptional
• Good
• Fair
• Poor

10. What do you think about our online prices?

• Very happy
• Happy
• Not very happy
• Not happy at all

Agreement: Likert Scale Questions

11. Please select how much you agree or disagree with the following statement: Cats make better pets than dogs.

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

12. On a scale of 1 to 5, how strongly would you agree or disagree with the following statement: Chocolate flavor tastes better than vanilla flavor?

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

13. Please select the option that most accurately reflects your agreement/disagreement with the following statement: I enjoy long walks on the beach.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

14. Please indicate how strongly you agree or disagree with the following statement: I like eating fruits more than chocolates.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

15. [Brand/organization] invests time and money to keep employees updated with technology.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

16. The online store checkout process was straightforward.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

17. The user manual provided clear guidance on installing and setting up the application.

• Completely agree
• Mostly agree
• Slightly disagree
• Completely disagree

18. The conference speakers were knowledgeable and informative.

• Strongly agree
• Agree
• Slightly disagree
• Totally disagree

Likelihood to Recommend: Likert Scale Questions

19. How likely are you to recommend our product/service to friends or colleagues based on your overall satisfaction?

• Very unlikely
• Unlikely
• Neutral
• Likely
• Very likely

20. Given your recent customer service experience, how likely are you to recommend our company to others?

• Very unlikely
• Unlikely
• Neutral
• Likely
• Very likely

21. Considering the value for money of our products/services, how likely are you to suggest our brand to someone else?

• Very unlikely
• Unlikely
• Neutral
• Likely
• Very likely

22. Based on the quality of our products, how likely are you to recommend our products to others?

• Very unlikely
• Unlikely
• Neutral
• Likely
• Very likely

23. How likely are you to recommend our website/application to others, considering the ease of use?

• Very unlikely
• Unlikely
• Neutral
• Likely
• Very likely

Importance: Likert Scale Questions

24. Please tell us how important the new features added to [product] are to you.

• Highly important.
• Moderately important
• Low importance
• Not important at all

25. How important are the prices of our products to you?

• Very important
• Important
• Low importance
• Not important at all

26. How important is the product warranty to you?

• Very important
• Important
• Low importance
• Not important at all

Frequency: Likert Scale Questions

27. In the last few days, how often have you read articles on your phone vs in a physical newspaper?

• Much less on phone than in a newspaper
• Moderately less on phone than in a newspaper
• About the same
• Moderately more on phone than in a newspaper
• Much more on phone than in a newspaper

28. When shopping for groceries in the last six months, how often did you pay with cash?

• Never
• Rarely
• Sometimes
• Usually
• Always

29. How often did you use public transportation during a regular week before COVID-19?

• Never.
• 1 to 2 days a week
• 3 to 4 days a week
• 5 days a week
• 6 to 7 days a week

30. How often do you seek assistance from customer support?

• Very frequently
• Occasionally
• Rarely
• Never

31. Please select how much you agree or disagree with the following statement: Cats make better pets than dogs.

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

32. On a scale of 1 to 5, how strongly would you agree or disagree with the following statement: Chocolate flavor tastes better than vanilla flavor?

• Strongly disagree
• Somewhat disagree
• Neither agree nor disagree
• Somewhat agree
• Strongly agree

33. Please select the option which most accurately reflects your agreement/disagreement with the following statement: I enjoy long walks on the beach.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

34. Please indicate how strongly you agree or disagree with the following statement: I like eating fruits more than chocolates.

• Strongly agree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree
• Strongly disagree

35. [Brand/organization] invests time and money to keep employees updated with technology.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

36. The online store checkout process was straightforward.

• Strongly agree
• Agree
• Disagree
• Strongly disagree

37. The user manual provided clear guidance on installing and setting up the application.

• Completely agree
• Mostly agree
• Slightly disagree
• Completely disagree

38. The conference speakers were knowledgeable and informative.

• Strongly agree
• Agree
• Slightly disagree
• Totally disagree

Quality: Likert Scale Questions

39. How would you rate the durability of our product?

• Very poor
• Poor
• Average
• Good
• Excellent

40. How do you rate the quality of materials used in our products?

• Very poor
• Poor
• Average
• Good
• Excellent

41. How would you rate the quality of our customer service?

• Very poor
• Poor
• Average
• Good
• Excellent

Effectiveness: Likert Scale Questions

42. How effective is our product/service in meeting your needs?

• Not effective at all
• Slightly effective
• Moderately effective
• Very effective
• Extremely effective

43. How effective is our solution in solving your problem?

• Not effective at all
• Slightly effective
• Moderately effective
• Very effective
• Extremely effective

44. How effective do you find our customer support in resolving issues?

• Not effective at all
• Slightly effective
• Moderately effective
• Very effective
• Extremely effective

45. How effective do you find our website/application in enhancing your user experience?

• Not effective at all
• Slightly effective
• Moderately effective
• Very effective
• Extremely effective

Difference Between Bipolar Scale & Unipolar Scale

Bipolar Scale

A bipolar scale helps figure out how someone feels about something by offering two opposite choices.

Imagine asking if someone is happy or sad about an event. They can pick a spot on the scale from “very sad” to “very happy.” This scale shows not just how much someone agrees or disagrees but also how strongly they feel one way or the other.

Unipolar Scale

A unipolar scale, on the other hand, looks at just one quality and sees how much of it is there. It doesn’t go from negative to positive but starts at zero and moves up to a lot of that one thing.

For example, if you’re asking how satisfied someone is with a service, they can say “not at all” up to “very much satisfied.” It’s all about measuring how much of a single feeling or opinion someone has.

Likert Scale Analysis

Likert scale analysis, as you may have deduced, summarizes the feedback data and lets you know your customers’ perceptions. It uses numbers to see what most people feel or think about a topic. This includes looking at the most common answers (median) and how much people’s opinions differ (standard deviation).

Likert scale analysis deals with numbers and helps us spot trends or differences in opinions. By carefully examining these numbers, we get a better picture of everyone’s views. This data can help you in making informed decisions based on what people actually think.

It’s all about making sense of people’s responses in a clear way.

Final Thoughts

Likert Scale questions allow you to understand your customers’ opinions, sentiments, and views towards your brand, product, or statement more deeply. When done right, Likert scale surveys can help optimize and improve business performance.

If you are finding it difficult to come up with the apt Likert scale questions for your surveys, then we suggest using SuveySparrow’s AI feature.

Just like GPT, you just share your prompt, and the questions will be ready to use, just like that. You can save a significant amount of time and quickly launch the surveys to collect feedback.

Also, there are 1000+ pre-defined templates available in SurveySparrow, which you can use as such or after customization.

We hope this article will help you create an effective Likert scale survey.

Have you got any questions on creating Likert scale surveys? Got any interesting tips or hacks for creating an effective Likert scale survey? Let us know in the comment section below.

If you’re wondering whether SurveySparrow is the right fit for you and would rather have someone walk you through our platform, reach out to us for a free, personalized demo!

Kate Williams

Content Marketer at SurveySparrow