Marketing -> Likert Language
Remember, the more points on a scale, the less likely respondents are to choose extreme values, and consider "N/A" values.
AGREEMENT
Strongly Agree Agree Undecided Disagree Strongly Disagree |
Agree Strongly Agree Moderately Agree Slightly Disagree Slightly Disagree Moderately Disagree Strongly |
Agree Disagree |
Agree Undecided Disagree |
Agree Very Strongly Agree Strongly Agree Disagree Disagree Strongly Disagree Very Strongly |
Yes No |
Completely Agree Mostly Agree Slightly Agree Slightly Disagree Mostly Disagree Completely Disagree |
Disagree Strongly Disagree Tend to Disagree Tend to Agree Agree Agree Strongly |
FREQUENCY
Very Frequently Frequently Occasionally Rarely Very Rarely Never |
Always Very Frequently Occasionally Rarely Very Rarely Never |
Always Usually About Half the Time Seldom Never |
Almost Always To a Considerable Degree Occasionally Seldom |
A Great Deal Much Somewhat Little Never |
Often Sometimes Seldom Never |
Always Very Often Sometimes Rarely Never |
Almost Always To A Considerable Degree |
IMPORTANCE
Very Important Important Moderately Important Of Little Importance Unimportant |
Very Important Moderately Important Unimportant |
Very Important Important Neither Important or Unimportant Unimportant Very Unimportant |
0 = Not Important At All 1 = Of Little Importance 2 = Of Average Importance 3 = Very Important 4 = Absolutely Essential |
QUALITY
Very Good Good Barely Acceptable Poor Very Poor |
Extremely Poor Below Average Average Above Average Excellent |
Good Fair Poor |
VALUE
High Moderate Low None |
RELEVANCE
Excellent Somewhat Poor |
LIKELIHOOD
Like Me Unlike Me |
To a Great Extent Somewhat Very Little Not at All |
True False |
Definitely Very Probably Probably Possibly Probably Not Very Probably Not |
Almost Always True Usually True Often True Occasionally True Sometimes But Infrequently True Usually Not True Almost Never True |
True of Myself Mostly True of Myself About Halfway True of Myself Slightly True Of Myself Not at All True of Myself |
Two-Point Scales / Dichotomous Scales / Boolean Values:
Fair Unfair |
Agree Disagree |
True False |
Yes No |
Three-Point Scales
More than I would like About right Less than I would like |
Too Harsh About right Too Lenient |
Too Strict About right Too Lenient |
Too heavy About Right Too light |
Too much About right Too little |
Extremely Moderately Not at all |
Four-Point Scales:
Most of the time Some of the time Seldom Never |
Strongly Agree Agree Disagree Strongly Disagree |
Definitely won’t Probably won’t Probably will Definitely will |
Five-Point Scales:
Much better Somewhat better Stayed the same Somewhat worse Much worse |
Strongly Agree Agree Undecided Disagree Strongly Disagree |
Very High Above Average Average Below Average Very Low |
Very important Important Fairly important Slightly important Not important |
Excellent Above Average Average Below Average Very Poor |
Very good Good Fair Poor Very poor |
Much higher Higher About the same Lower Much lower |
Very satisfied Satisfied Neither Dissatisfied Very dissatisfied |
Almost always Often Sometimes Seldom Never |
Extremely Very Moderately Slightly Not at all |
Remember, the more points on a scale, the less likely respondents are to choose extreme values.
Gathered from extension.iastate.edu/Documents/ANR/LikertScaleExamplesforSurveys.pdf and researchbasics.education.uconn.edu/likert_scales/