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Home→The Westburn Dictionary of Marketing→L→Likert scales

Likert scales

Definition:
Differ from THURSTONE SCALES in that respondents are presented with a series of statements and asked to indicate their degree of agreement/disagreement with each. Respondents are usually offered five categories - strongly agree, agree, uncertain, disagree, strongly disagree, though three or seven divisions are used by some researchers - and are asked to select the position corresponding most closely with their opinion. By scoring a series of statements on a given subject, e.g., qualities of a BRAND, content of an ADVERTISEMENT, it is possible to construct a generalized ATTITUDE towards the object with an indication of the intensity with which the attitude is held.

Cross-References:
[attitude] [Thurstone scales] [brand] [advertisement, advert, ad]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.