When using a Likert scale that measures agreement from "Strongly Disagree" to "Strongly Agree," what are the main advantages and limitations?

Question

BlackTom AI · Accepted Answer

The question asks about the main advantages and limitations of using a Likert scale that measures agreement from 'Strongly Disagree' to 'Strongly Agree.'

Option 1: 'Advantages: Captures multiple dimensions simultaneously; Limitations: Requires bipolar adjective pairs.' This statement is not accurate for a standard Likert agreement scale. Likert items typically measure a single dimension (level of agreement with a statement) rather than multiple dimensions at once, and the standard 5- or 7-point format does not require bipolar adjective pairs. The claim about needing bipolar adjective pairs misrepresents common Likert scaling; such pairs are more characteristic of semantic differential scales, not a typical agreement-based Likert item.

Option 2: 'Advantages: Provides ratio-level data; Limitations: Difficult for respondents to understand.' This is incorrect because Likert scales are ordinal, not ratio (interval at best under certain assumptions, but not ratio). People often treat them as interval data for analysis, but they are not truly ratio scales since there is no true zero point and the distance between points is not guaranteed to be equal. The statement that they provide ratio-level data is a conceptual error.

Option 3: 'Advantages: Forces direct comparisons between items; Limitations: Results cannot be generalized beyond studied objects.' The idea that Likert scales force direct comparisons between items is not a defining advantage of a Likert agreement item; it generally measures agreement with individual statements rather than forcing cross-item comparisons. The limitation about generalizability is a general research concern but not specific to Likert scales; generalizability depends on sampling and study design, not inherently on the use of Likert items. Therefore this option misattributes both advantages and limitations.

Option 4: 'Advantages: Easy to construct and familiar to respondents; Limitations: Susceptible to acquiescence bias and response set bias' This option aligns with established understanding. Likert items are straightforward to create and respondents commonly recognize and understand the format, which is a known advantage. However, they are also susceptible to response biases such as acquiescence (tendency to agree with statements) and response set bias (taving toward a particular end of the scale across items), which is a well-documented limitation of this format.

In summary, the first three options contain conceptual inaccuracies about what Likert agreement scales measure, the data level they produce, or typical advantages, making them incorrect as descriptions of main advantages and limitations. The fourth option correctly identifies both the practical ease and familiarity as advantages and the susceptibility to certain response biases as limitations, reflecting standard psychometric considerations for Likert-scale instruments.

MKTG 202 Graded In-session Quiz for Module 3

When using a Likert scale that measures agreement from "Strongly Disagree" to "Strongly Agree," what are the main advantages and limitations?

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