Likert Scale questions use psychometric testing to measure beliefs, attitudes and opinion. The questions use statements and a respondent then indicates how much they agree or disagree with that statement. Usually, a scale of 0-10 is provided with Likert Scale questions, although shorter scales may also be possible.
There are advantages and disadvantages to every type of research, and they are quite clear with this type. The main advantage of Likert Scale questions is that they use a universal method of collecting data, which means it is easy to understand them. Working with quantitative data, it is easy to draw conclusions, reports, results and graphs from the responses. Furthermore, because Likert Scale questions use a scale, people are not forced to express an either-or opinion, rather allowing them to be neutral should they so choose. Once all responses have been received, it is very easy to analyse them. Last but not least, it is very quick and easy to run this type of survey and it can be sent out through all modes of communication, including even text messages.
However, the problem with Likert Scale questions is that they are uni-dimensional. Because they only give a certain amount of choices, it would imply the space between each possibility is equidistant, which is not true in real life. As a result, a true attitude is not actually measured. Furthermore, you must realise that your previous questions will have influenced responses to any further questions that have been asked. People also have a tendency to automatically avoid “extremes”, therefore answering the way they think they are expected to, rather than providing real honesty. However, the online survey Likert Scale is positive overall, particularly if you understand the limitations it presents. By knowing that it is by no means a perfect tool, you are able to read data less as set in stone, but more