Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Likert scale
A type of Rating scale survey question where respondents are asked to state the extent to which they agree of disagree with a series of statements (e.g. strongly agree, slightly agree, neither agree nor disagree, slightly disagree, strongly disagree). The scale is named after its inventor, American psychologist Rensis Likert (1903-1981). Traditionally, Likert scales have an odd number of possible answers, leaving a neutral position in the middle, but in market research they can include an even number of possible answers instead, forcing respondents to decide which side of the middle they are on. The term Likert scale is often used to describe other types of rating scale as well.