In a world where customer feedback holds the key for businesses to grow; it is vital to have a tool at your disposal that can help you tap into this valuable resource.
Surveys and questionnaires can help you do that and more. However, the sheer number of survey types available can be overwhelming. Which one should you use for your business?
Enter 5 point scale surveys, more commonly known as Likert scale surveys.
A Likert scale questionnaire is easy to use yet hard to master. Worry not! In this article, we will study
I will round it off by giving you an example of a stand-out 5 point scale survey that you can use to reference your own business.
If you want to skip this guide and start creating your own 5-point scale surveys right away with Trustmary
Trustmary’s easy survey maker includes many templates for your needs.
If you want to learn more about the topic, keep reading!
A close-ended question with five answer choices is known as a 5 point scale question. Surveys that feature these questions is called 5 point scale survey.
Imagine a scenario where you want to find out how your employees feel about the casseroles in the breakroom. Are they too salty? Just right? Not enough variety? You could ask them outright, but then you might get biased answers.
An inefficient way would be to ask them many questions with a yes/no answer type. That would take forever, and you would still not have accurate data.
The 5 point scale survey comes to the rescue in such a situation.
Using a simple question like “How do you feel about the casseroles in the breakroom?” with answer options ranging from “Very Satisfied” to “Very Unsatisfied,” you can easily get an idea about how people feel about the casseroles without having to ask a lot of questions.
The 5 point scale survey is a type of Likert scale questionnaire that uses a five-point agreement scale to collect data.
This type of questionnaire works very well both in B2C and B2B contexts.
The Likert scale survey is named after its inventor, American psychologist Rensis Likert. Furthermore, the term Likert item means the particular statement that the respondent is asked to agree or disagree with.
The 5 point scale survey is one of the most commonly used survey types. It is easy to use yet can provide detailed data about customer opinions and attitudes.
The most common representation of the Likert scale consists of five agree/disagree points, which are:
There are several advantages of using Likert scale questionnaires compared to other types of surveys:
That said, like other survey-scale questions, it has its limitations too:
There are various ways to tackle these disadvantages. In the “The Best 5 Point Scale Survey” section, you will learn about them.
However, before we do that, let’s go over the typical questions asked in a Likert scale survey.
When preparing your Likert items or Likert scale questionnaire, it is crucial to keep your questions short, clear, and to the point.
Why? Because you want to avoid confusion and get accurate answers. Furthermore, your customers want to answer your questions quickly and move on.
Before we head into the questions, highlighting the various areas that a Likert question ‘scales’ target is beneficial.
The following table will tell you about different areas that a Likert item can target and the various scale points used.
|Agree to Disagree
|Good to Bad
|Comparing Two Products
|Level of Familiarity
|Not at all familiar
|Very untrue to me
Untrue to me
Somewhat untrue to me
Neither true nor untrue of me/Somewhat true of me
True to me
Very true to me
|Very untrue of what I believe
Untrue of what I believe
Somewhat untrue of what I believe
Neither true nor untrue of what I believe
Somewhat true of what I believe
True of what I believe
Very true of what I believe
|Level of Awareness
|Not at all aware
|Didn’t get what I wanted
Got a little of what I wanted
Got most of what I wanted
Got exactly what I wanted
|Knowledge of Action
Very significant affect
|Level of Acceptability
|Level of Appropriateness
|Level of Concern
|Not at all concern
|Level of Probability
|Level of Influence
|Not at all influenced
Some vital things to take away from the above are that a Likert scale questionnaire can measure different levels and intensities using multiple scale points.
Also, the Likert item should be based on what you want to find out from your survey respondents.
Now that we have a better understanding of what areas Likert scales cover, let’s look at some typical questions.
For clarity, we have divided the questions into nine different sections
For a customer service satisfaction survey, choose the liker scale survey questions so that they clearly point to the customer service situation.
Avoid generic questions like “how was your experience today” or “how would you rate our business”. Stick to something like the example here:
How satisfied are you with the quality of our customer service?
Customer satisfaction regarding the product is extremely helpful information. It can guide you in the product development process and helps you differentiate between product satisfaction and customer service satisfaction.
How satisfied are you with the product/services?
Software companies, hear this.
If you want to learn more about what your customers really need from you, ask them about the importance of each feature. It will help you discover sentiment levels regarding detailed product information.
How important are product features to you?
How important is the automatic tagging feature to you?
Likelihood to recommend reveals a great deal about customer satisfaction. While you can use a 5 point Likert scale to measure it, there’s also a specific tool for it: the Net Promoter Score.
Here’s an example of an NPS survey:
And here’s how it would look like as a 5 point Likert survey:
How likely are you to recommend our product/services to a friend or colleague?
Pro tip: if a customer states their willingness to recommend, why not let them? With Trustmary, you can create surveys that turn positive feedback into public testimonials.
Inspecting how customers viewed customer service in relation to their expectations reveals more than just the level of customer service. It tells you how highly customers think of your brand in the first place.
Think about it like this: when you don’t expect anything from a brand, you are satisfied with a lower level of customer service. On the other hand, if you enter a premium store, you might expect a very high level of customer service. If they fail to provide it or only offer average service, you might rate them low on this survey.
To what extent did our customer service meet your expectations?
You might also present another type of question here:
Collecting data on what customers think about the quality of your products and services is crucial. It helps you see if people regard your brand of high quality or not.
If you reach high points in a survey like this, you might want to consider if your prices could be increased a little bit… People are willing to pay more for premium!
How good is the quality of our product/services?
If your product is difficult to use, it might prevent people from continuing their business with you. You must tackle this issue immediately.
How easy is it to use our product/services?
Of course, price plays a great role in purchase decisions. Here’s a question you might want to ask when doing market research:
How important is the price of the product/services to you?
And here’s how you can find out if you offer the adequate price or not:
The price of the product/service matches the value.
Notice what I did here: you can flip the script and instead of asking questions, you can present statements and measure the level of agreement that customers have with the statements.
Sometimes, the problem is not with your product or brand. Customer experience and satisfaction are effected also by things like shipping.
You should know what your customer’s stance about shipping is, so that you can make sure you are collaborating with the right partners.
How much time did it take to receive the product/services?
Five is often a good number of answer options for Likert scale responses. But why, though?
The answer to that question is in the next section!
If you are content with your learning this far, why not start creating your surveys immediately? Start a free trial for Trustmary’s survey maker.
Before I list down the various benefits of giving the audience five options for Likert scale responses- 5 point Likert scale, we must understand the difference between the forced and unforced Likert scales.
Likert scales with an even number of points is a forced Likert scale, i.e., 2, 4, 6, 8, 10.
It is called a forced Likert scale because it forces the respondents to choose one side of the scale or the other. It does not allow them to answer with a “neutral” response.
For example, if you ask a question on a four-point Likert scale, the respondent would be forced to answer “agree,” “somewhat agree,” “somewhat disagree,” or “disagree.”
On the other hand, odd-numbered Likert scales are unforced, i.e., 3, 5, 7, 9.
This type of Likert scale allows the respondent to choose a “neutral” response if they do not feel strongly about either side of the scale.
For example, if you were to ask a question on a five-point Likert scale, the respondent would be able to answer “strongly agree,” “agree,” “neutral,” “disagree,” or “strongly disagree.”
Now that we have looked at the difference between forced and unforced Likert scales, why is it recommended to offer five options compared to four or seven?
It is often recommended to offer five points on a Likert scale survey; here’s why:
A five-point Likert scale allows for a wider range of responses, which can help measure opinions and attitudes that fall in the middle of the scale.
With 4 point Likert scales, the respondent may feel forced to choose one of the options, even if they do not fully agree or disagree with it. That can lead to distorted results.
Offering five points on a Likert scale can encourage more respondents to participate in your survey. They feel like they have more options to choose from, and their answers are not being pigeon-holed.
There are a few reasons why it is often recommended to offer seven points on a Likert scale survey; however, 5 scale points are more popular because:
Offering five points compared to seven points can help you collect higher-quality data. Respondents are more likely to carefully consider their answers when there are fewer options to choose from.
Some respondents may find a seven-point Likert scale survey too long and tedious to complete. They may rush through their answers or skip questions altogether.
The five-point Likert scales are also easier to analyze than the seven-point scales. There are fewer response options to examine, making it simpler to identify patterns and trends in the Likert scale data.
To summarize all we have learned in this section, here are five benefits of using a 5 point scale survey:
Now that we have gone over the typical Likert items and seen that offering five points is indeed the most effective way, let’s learn about the best 5 point scale survey!
The best 5 point Likert scale survey is designed to be simple and easy to use while still providing accurate data.
The following survey helps you do the following:
Now let’s dive right into the best 5 point Likert scale survey.
To create personalized 5-point scale surveys and questionnaires, use our drag-and-drop survey maker.
So why do I think this is one of the best examples of a 5 point scale survey?
Recall the disadvantages of the 5 points Likert scale:
In the example survey above, we navigate both of those disadvantages.
Firstly, we allow the audience to express their opinions in more detail with the help of open-ended questions.
Secondly, we avoid biasing the respondent’s answers by opening the survey with demographic questions instead of leading or suggestive questions.
Also, note the tone of the questions. They are direct but not too demanding, which can also lead to more accurate answers.
As a final point, Likert scales shine when the questions are focused on one topic. Furthermore, grouping questions around the same topic can also help maintain focus.
The above example survey is a customer feedback form that keeps the questions focused on the company, products, and services, asks details, and avoids biased answers without pressuring the interviewee.
So what have we gathered from this article?
First and foremost, the 5 points Likert scale is a versatile tool used in several settings. Five point rating scales are perfect for polls, surveys, and questionnaires because it helps to reduce bias and allows for more accurate responses.
Likert scale questions target customer satisfaction, employee morale, product/service quality, etc.
Five points Likert scale questions are perfect for those instances when you want to get a quick reading of the respondent’s opinion.
Compared to 4 point and 7 point scale questions, 5 points scales are easier to answer and produce less bias.
Finally, the example survey provided is an excellent illustration of how to ask 5 points Likert scale questions. If you’re looking to create your survey, consider using some of the tips and tricks from the example.
Whether you want to measure satisfaction using Likert scale questionnaires or collect feedback that helps improve your business, by providing you with undeniable social proof, Trustmary can help you.
Trustmary offers an easy way to collect feedback from your customers, turn feedback into public testimonials, and automate the whole process.
Book a meeting today and learn more about how Trustmary can help you!
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In a sense, review requests can be interpreted as being a 5-point rating scale. Instead of numbers, they use stars to gather performance data.
Do you know how your customers feel about your products and services?
Would you like to know?
With Trustmary, you can create a review campaign to collect more organic reviews while also getting valuable feedback about your business.
In case you already have Google reviews, but are looking to collect more to boost your SEO with reviews, start the process by searching for your Google my Business location below ⬇️⬇️
Other Reading Material
What is a 5 point rating scale?
A 5 point rating scale is a common tool used in surveys, questionnaires, and polls. It allows the respondent to express their opinions quickly.
The 5 points refer to the five answers available to the respondent:
It features a “neutral” option, which helps to reduce bias and allows for more accurate responses.
How do you calculate a 5 point scale?
There’s no one definitive way to calculate a 5 point scale. However, one of the most common methods is to take the average of the two extremes (Very Satisfied and Very Dissatisfied).
Another method to calculate the mean of all responses is by having cell ranges for each answer by assigning them a point value and then averaging the responses in each cell.
Are 5 point scales ordinal or interval?
Likert scaling is usually ordinal. An ordinal scale has intervals between the points that are not equal.
Ordinal data is often used when the order of the responses is important. For example, when measuring satisfaction, the answers would be very satisfied, satisfied, neither satisfied nor dissatisfied, dissatisfied, and very dissatisfied.
However, if the 5 points are converted to numbers (1-5), the scale becomes interval and offers a numerical value.
What are some various ways to analyze 5 point scales?
There are various ways to analyze data for a 5 point Likert scale. You can opt for statistical, graphical, or tabular analysis.
The responses can be converted to a quantitative value; thus, you can use the following:
Why is 5 point scale better?
5 point scale is better compared to the higher-point scales, as it is shorter, and people think more carefully about which point they should choose.
Compared to a 4 point scale, it provides more accurate results, as people can choose a neutral option if they are not sure about their opinion.