ISSN: 2265-6294

Likert Scale Labelling and Variation in Response: A study comparing three-response labels

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Essa J. H. Al-Harbi

Abstract

Based on the familiarity hypothesis, respondents are affected while using response categories in answering surveys. This may affect the research findings where alternative scales such as, "strongly disagree- strongly agree", or percentages are used to obtain response. This study explores the impact of using three different Likert Scale labeling on the participants' responses to questionnaire items. The study explored whether there are statistically significant differences in the responses of the participants attributed to the Likert Scale labeling (on three option types: description - scores - percentage). It also calculated whether there is a correlation between the responses and the type of Likert scale labeling (description - scores - percentage). The questionnaire used was administered thrice using the three different Likert Scale labeling methods.. In the first, the items were answerable with the alternatives, (strongly agree into strongly disagree), in the second, the questionnaire items were answerable with scores (from 0 to 10), and the third version provided participants with items answerable in percentages (0% into 100%). The questionnaires were administered to 382 participants. Findings showed that the average scores of the respondents are more inflated in the case of description label of the Likert Scale compared to the scores and percentages labelling. Similarly, the mean scores of the respondents are more inflated in the case of using scores label of the Likert Scale compared to the third method (percentages label of the Likert Scale). Based on the mean values, the study recommends using the scores labeling of the Likert Scale as in this case the respondents are the most careful in choosing an appropriate option for their responses.

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