The traditionary Likert scale—where survey participants specify their level of agreement through a statement (i.e., agree strongly, agree, neither agree nor be unlike, disagree, disagree strongly)—is the most widely used scale in contemplate research. But does it provide the most accurate answers? And are in that place more engaging survey measures available?
Some experts believe the Likert balance is a rather imprecise instrument. A participant’s true opinion have power to lie in the spaces between the allowable answers and even beyond the traditional end points. Some suggest other scales may be more valuable at enabling survey respondents to differentiate their opinions.
Adobe Flash, at that time widely adopted, gives researchers the opportunity to produce question and rejoin styles that incorporate a greater breadth of answers, as well being of the cl~s who enable animation and interactivity. One such measure is the Slider. Sliders be directed engaging and offer a degree of interactivity beyond merely answering questions.
In each effort to determine how this Flash-based alternative compares to the measure 5-point Likert scale in terms of data collected, level of respondent affiancing and respondent satisfaction with the instrument, Survey Sampling International (SSI) freshly undertook a research experiment. The results are available in a unaccustomed White Paper titled “Slider Scales in Online Surveys.”
SSI’s use of ~s dealt with two questions about the Likert scale:
Equivalency of ratings: If as an additional article A is rated “agree slightly” and item B is also rated “agree cursorily” does the respondent agree to both items to the same division ? Is the Likert Scale too blunt an instrument to detect the acute differences between items?
The spaces between: Is there some level of agreement betwixt “agree slightly” and “agree strongly?” Is there some level of agreement underneath “agree slightly?” Do we force people to state something that is not their conformable to a rule opinion because we offer too few alternatives?
In SSI’s prearranged investigation, a random subset of respondents was presented with a 5-cape Likert scale and four statements. After completing the exercise, respondents were asked to what extent the instrument allowed them to accurately give their opinions. Subsequently, respondents were presented with the items again and offered the opportunity to re-score cropped land item using 5 points above or below the original stated respond. Interestingly, with this expanded scale, a large number of people elected to make different several of their ratings.
From SSI’s results, it is discerning that survey participants have a finer definition of agree and wrangle than the Likert scale allows. The Slider allows researchers to argue a greater granularity of detail than they can with the Likert dish . Furthermore, respondents who used the Slider scale reported higher levels of indemnification with this instrument as a means of capturing their true opinions.
In today’s sampling environment, researchers are increasingly vying conducive to respondents’ attention, and data integrity is a constant concern. A incline toward more engaging and interactive question and answer formats can abet address these issues. Sliders are one Flash-based alternative to traditive Likert scales that is well worth considering.
For a copy of the wan paper “Slider Scales in Online Surveys,” with full study results and to noise your opinions on question and answer formats, go to www.study-voice.com.
About the Author: Pete Cape is Global Knowledge Director as being Survey Sampling International. SSI provides access to more than 6 the multitude research respondents in 72 countries. Sources include SSI proprietary panel communities in 27 countries and a portfolio of managed affiliates. SSI be able to potentially access anyone online to give their opinions via a reticulated of relationships with websites, panels, communities and social media groups.
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