MT4: CHAPTER 3 of the

RESEARCH PAPER (20%)

 GUIDELINES ON MAKING
RESEARCH QUESTIONNAIRES
2 Requirements

- Quantitative
- Qualitative
Requirement for Quantitative Component

Use of Likert Scale.

Rensis Likert
Requirement for Quantitative Component

Use of Likert Scale.

Likert Scale
It enables questionnaire takers
to express their attitude by
choosing one of the given
answer options.
Likert Scale
Options range from
one extreme to
another.
Likert Scale
By offering more degrees of
opinion, you’re more likely to
receive valuable and relevant
feedback from the questionnaire
takers, especially when it comes
to less concrete concepts that
can’t be easily measured.
Likert Scale Measures:
Opinions
Perceptions
Behavior
Do you agree with the
new policy?
Yes
No
Do you agree with the
new policy?
 Strongly Agree
 Agree
 Undecided
 Disagree
 Strongly Disagree
Likert Scale Measures:
Opinions
Perceptions
Behavior
Types of Likert Scale
• 5-point
• 7-point
 5-point or
7-point
Likert Scale?
7-point 5-point
5-point or 7-point Likert Scale?

A 5-point Likert-type scale was used to

increase response rate and response
quality along with reducing
respondents’ “frustration level”
(Babakus and Mangold 1992).
5-point or 7-point Likert Scale?

Previous research has found that a

five-point scale is readily
comprehensible to respondents and
enables them to express their views
(Marton-Williams, 1986).
5-point or 7-point Likert Scale?

The literature suggests that five-point

scale appears to be less confusing and
to increase response rate (Babakus
and Mangold, 1992; Devlin et al., 1993;
Hayes, 1992).
5-point or 7-point Likert Scale?
To use five or seven points Likert scale, Hair
et al. (2011) recommend to observe the formal
education levels of the respondents. If you
have too many respondents with few years in
school, you have to use five points (for
children and older people, use three points),
and if you have too many respondents with
many years in formal school, you should use
seven points (for universitary people use
eleven points - from zero to ten scores).
5-point or 7-point Likert Scale?
Conclusion

For your research, a 5-point Likert Scale

is more fitting than a 7-point Likert Scale.
7 Guidelines on Writing Questions using
Likert Scale
Guidelines on Writing Questions using
Likert Scale

1. Link your questions to the

aims of your research.
Guidelines on Writing Questions using
Likert Scale

2. Use simple, direct language.

Do you agree with the
juxtaposition of turbulent images
in the film?
 Strongly Agree
 Agree
 Undecided
 Disagree
 Strongly Disagree
Do you agree with the contrast
presented in the film?
 Strongly Agree
 Agree
 Undecided
 Disagree
 Strongly Disagree
Guidelines on Writing Questions using
Likert Scale

3. Be specific.
Do you exercise regularly?

 Every time
 Almost every time
 Sometimes
 Almost never
 Never
Do you exercise at least once a
month?

 Every time
 Almost every time
 Almost never
 Never
Guidelines on Writing Questions using
Likert Scale

4. Break down big ideas into

multiple questions.
How satisfied are you with the
product?
 Very satisfied
 Satisfied
 Unsure
 Dissatisfied
 Very dissatisfied
Guidelines on Writing Questions using
Likert Scale

5. Ask one thing per

question.
Do you eat fruits & veggies on a
daily basis?

 Every time
 Almost every time
 Almost never
 Never
Guidelines on Writing Questions using
Likert Scale

6. Structure each of your items

as a question rather than a
statement.
acquiescence
response bias
 acquiescence
the reluctant acceptance of something without protest.
acquiescence
response bias
I am satisfied with the quality of
customer support at Reedley.
 Very satisfied
 Satisfied
 Unsure
 Dissatisfied
 Very dissatisfied
How satisfied are you with the
quality of customer support at
Reedley?
 Very satisfied
 Satisfied
 Unsure
 Dissatisfied
 Very dissatisfied
I am satisfied with the quality of
customer support at Reedley.

vs.

How satisfied are you with the

quality of customer support at
Reedley?
Guidelines on Writing Questions using
Likert Scale

7. Make sure that your

questions are aligned to the
scale.
How well do you agree with the
new policy in Reedley?

 Very difficult
 Difficult
 Neutral
 Easy
 Very easy
What exactly do you
want to know?
For the Quantitative
Part, the minimum is
30 questions.
What makes a
Likert Scale
Quantitative?
 Qualitative
Part of the
Questionnaire
Qualitative Part
• Concerned with the understanding of human behavior from the
informant’s perspective.

• Data are reported in the language of the informant.