However, questions persist over whether this is the best way to get usable customer feedback (as opposed to do market research) and rightly so. These are used in Likert scale surveys to produce quantitative data for analysis. Respondents are not forced to make a binary choice between ‘agree’ and ‘disagree’. Likert scale questions enable customers to indicate the extent to which they agree or disagree with a given statement, or express a neutral response. A Likert scale is a psychometric scale that’s effectively used to assess the opinions, attitudes and experiences of customers regarding brands, products and services. This form of rating scale is named after its inventor, psychologist Rensis Likert. Likert scales are rating scales often used in customer surveys.
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