Have you ever been on your way out from a store or even somewhere like the airport and wondered what the various smiley faces on a scale of buttons were there for? If you’ve ever seen something like this then you’ve been in the presence of a Likert scale!

A Likert scale comes in different forms, but each of them allow a participant to select from several options that depict whether they agree or disagree with a certain statement. There are usually various balanced options with a neutral midpoint.

Likert scales are commonly used by companies who want to evaluate customer satisfaction based on their experience.

History of the Likert Scale

You may be surprised to know the Likert scale comes with a little bit of a history behind it. This scale gets its name from an American social scientist named Rensis Likert. He created the psychometric approach for conducting education and social research back in 1932.

The Likert scale has grown increasingly popular over the years as it’s a great tool for surveying customers and getting a better understanding of them.

Pros and Cons of Using a Likert Scale

While there are advantages and disadvantages to using a Likert scale, you’ll find there are a lot more pros than cons!

Pros of Using a Likert Scale

One of the pros of using a Likert scale is that they’re easy for participants to understand and use. They mean you can avoid the classic “yes” or “no” questions and instead provide a series of simple options to submit an answer. Participants can even choose to be neutral in their answer.

With more options and ease of use you end up getting better response rates and more detailed answers than you would with a yes or no question. Likert scales questions are also easier to report on and analyze than open-ended questions.

Cons of Using a Likert Scale

The one con that can be found with the Likert scale is they don’t necessarily give the most detailed feedback. For example, if someone answers that they’re happy with their service at the airport, you can’t really be sure what it was that led them to have a positive experience.

This con is a simple fix however by asking various questions about different elements of the participants experience. The response rates are well worth a few extra questions to get the answers you’re looking for!

Tips for Creating Likert Scales

Likert scales are relatively straight forward. But we’ve got some tips on creating them for you to really ensure you get the most out of them!

Keep it to one scale

One scale is always best for each survey you create. It helps you to avoid causing any confusion for participants and makes your analysis at the end a lot simpler.

Ask more questions

One question often won’t be enough to get a good understanding of how your participants feel. Asking multiple questions helps you to get a better grasp on the overall picture. It helps you to take more factors into consideration and have more to evaluate when it comes to determining why participants answered as they did.

Label with wording

Pairing a number to possible responses can confuse your survey participants when really the Likert scale should be built to make things as easy as possible. Be sure to include wording on your scale question in order to keep things simple.

Less is more

One of the best things about Likert scales is that they’re simple. Don’t try to over complicate them!


The best surveys are those that are specific and to the point. Keep questions on the shorter side and avoid asking “2 in 1” types of questions.

Ensure responses remain unbiased

In order to avoid unbiased responses, you’ll want to be sure to stay away from questions that may encourage participants to answer a certain way.

Likert Scale Question Examples

Now that you know what Likert scale surveys are and some of the best tips for creating them, it’s time to get started. We’re leaving with some great Likert scale questions you can use to start shaping your very own survey!

How satisfied are you with our in-store experience?


The website was easy to navigate:


The product I received is what I expected:


The checkout process was simple:


I would recommend this product to my friends and family:


I would buy and use this product again:


How happy are you with the customer service you received today?


How happy would you say you are with your recent purchase?


Now that we’ve covered everything you need to know about Likert Scale surveys, it’s time to make your own! Check out Swift’s live polling tools for the easiest way to get the job done.

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