Researchers often tweak the number of response options in the traditional five-point Likert Scale with little empirical justification for doing so. Now a psychologist has tested the test. Leonard ...

There has been a historical predominance of positively worded questions/statements in questionnaires soliciting consumer attitudes. Some of the consumer attitudinal studies that have employed Likert ...

You’ve probably seen a Likert Scale even if you don’t know the ubiquitous measurement tool by name. In its traditional form, a researcher presents a statement followed by five response options of ...