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Smart Survey Design

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The two common types of matrix-rating scales are called likert and semantic differential scales. Rating scales are popular ways of collecting subjective data where you want to measure a respondent’s ideas (e.g. opinions, knowledge, or feelings). When creating rating scales, likert scales in particular, consider if you want the scales to be balanced or unbalanced. The following sections discuss these two scales and the difference between balanced vs. unbalanced scales.

5 – Strongly Agree

4 – Agree

Replace with: Descriptions on Every Rating Scale:

3 – Neutral

Please answer the following about SurveyMonkey.

1 – Strongly Disagree

2 - Disagree

a. Likert Scales:

A likert scale is considered an “agree – disagree” scale. This setup gives respondents a series of attitude dimensions. For each dimension, the respondent is asked whether, and how strongly, they agree or disagree to each dimension using a point rating scale. Likert scales are given scores or assigned a weight to each scale, usually from 1 to 5. The purpose of the likert scale is to sum the scores for each respondent (the response average), and the intent of the likert is in that the statement will represent different aspects of the same attitude (Brace 2004, 86).

Strongly

Disagree

Neither

Agree

Strongly

Disagree

Agree

Example of Likert Scale:

The new tool is improved

b. Semantic Differential Scales:

The semantic differential scale is one that has opposite ends of the scale marked with two different or opposing statements. Respondents are then asked to indicate the area in which they fall on the scale. Unlike the likert scale, the semantic types do not have to have a “statement” that is semantically identified for each rating along the scale. It is

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