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Likert Scale
A Likert scale is a survey rating scale with ordered response options (typically 5 or 7 points) used to measure attitudes, agreement, or frequency.
Introduced by Rensis Likert in 1932, the Likert scale presents a statement and asks respondents to rate their agreement. The classic 5-point version uses: Strongly Disagree, Disagree, Neither, Agree, Strongly Agree. 7-point variants offer more granularity. Likert scales are the workhorse of psychometric and customer-research surveys.
Example
5-point Likert anchors: Strongly Disagree (1), Disagree (2), Neither (3), Agree (4), Strongly Agree (5). Force-balance the scale to mitigate acquiescence bias.
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Response Bias
Response bias is any systematic tendency of respondents to answer questions inaccurately, either intentionally or unconsciously.
Central Tendency Bias
Central tendency bias is the tendency of respondents to avoid extreme options on a rating scale, clustering toward the middle.
Acquiescence Bias
Acquiescence bias is the tendency of respondents to agree with statements regardless of their actual opinions.
Five-Star Rating
A five-star rating is a 1-5 ordinal scale, typically displayed as star icons, used for product reviews, app stores, and lightweight CSAT.
Semantic Differential Scale
A semantic differential scale presents two opposing adjectives at the ends of a 5- or 7-point scale and asks respondents to mark their position between them.