PR 680 Lecture Notes - Lecture 47: Likert Scale, Friedman Test, Regression Analysis
3 Mar 2020
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Likert scale: it is a rating scale type that measures attitudes or opinions. People who respond are supposed to rate items on their level that they agree. Normally, there are 5-7 items in the scale. It doesn"t have to say agree or disagree, there are many different possibilities of agreement, quality, importance, and frequency. Once these people answer, there are numbers assigned to the particular response. This allows you to assign meaning to those responses. How to develop a likert scale: define the focus: determine what you"re trying to measure and make sure the topic is one dimensional. Example: customer service: generate the likert scale items: your items need to be able to be rated on a scale. Example: polite/rude: rate the likert scale items: you want to make sure you have a good focus so pick people to go through step 2 and rate them as favorable/neutral/unfavorable.
