Visualizing Likert Scale Data Was Not That Easy Ever Before

If you want to create a successful business, then listen to your customers.

Customer-centered companies are 60% more profitable than those that focus on other areas of the business. How do you know what the customer wants? Through research.

A Likert scale is used by researchers to record the attitudes and opinions of respondents and is therefore perfect for collecting customer feedback.

This psychometric scale helps you understand people’s perceptions towards a brand, product, or target market.

The Likert scale has different variations focused on measuring people’s opinions. It is different from other scales. It creates a distinction between a scale that analyzes a collection of responses to one that incorporates a group of different items. After collecting the responses, the next step is visualizing Likert scale data to get insights from it.

In this article, you will learn a step-by-step guide to creating an effective Visualizing Likert scale chart.

Giving an Account of Likert Scales

The conventional method to create a Likert scale is to aggregate the estimations of each chosen alternative and make a score for every respondent.

This score is then used to address a particular quality, for instance, when utilized for sociological or psychological research. This reporting technique is very valuable for assessing a respondents’ opinion of the buying, the item, or the general experience. In these cases, the scores can be utilized to make a chart of how the opinion is distributed among the population. For additional investigation, you can cross-tabulate the score mean with contributing components.

In a consumer loyalty survey, you should pose inquiries about the item together, inquiries regarding checkout together, etc. This helps when putting the information on the scale.

Let’s assume an example of the Likert scale, “The product solved my problems,” is misplaced since it does not address the survey purpose which was on checkout experience, which is the intended topic of the survey section.

In a Likert scale question, all of the items will be categorically alike so that the summed score becomes a reliable measurement of the particular behavior or psychological trait you are measuring.

That characteristic may be general happiness, or the probability to vote in favor of a specific political party, one way or the other, you should pick a point and stick with it to get accurate data.

If you have something that does not fit on the scale, the total score for the respondent gets compromised and you will end up investing a lot of effort translating the results.

When to Use Likert Scales

A Likert scale is a one-dimensional scale where respondents pick an option that best represents their view.

This is an extremely important scale when you need to get a general overview of opinions around a specific subject, assessment, or experience. It is also perfect when you want to gather information on factors that add to that sentiment.

Use Likert scales when you want to measure the characteristics of people. They can be in the form of feelings, attitudes, opinions, etc. These are referred to as latent constructs, which simply means observable individual characteristics that exist and influence behavior. This means that there are no objective measurements.

You can score Likert scales in a variety of ways. Typically, you would indicate a score on every item so that the higher score reads more of the characteristics. Then in tallying, you would get the mean of all the items. Note that the number of the score does not have a direct meaning.

For example, if you are measuring people’s perception about a politician and the score is a 4.2 out of 5 that does not tell you what the respondents specifically feel about the candidate. It only means that one person was favored over another.

Do not use this type of questioning when the things in the inquiry are not connected, or when the choices are not introduced as a scale.

Similarly, as with any remaining rating and scale questions, do not blend scales inside your studies. Pick a specific scale (3 points, 5 points, 7 points, and so on) and use it as your norm through the study. This will eliminate possible disarray and diminish study weariness. It additionally takes into account exact correlations inside and between your informational indexes.

Likert Scale Examples

As we have seen, Likert scale questions are important when you either want to find out how your employees feel about the work environment or what the customers think about your products.

A typical customer satisfaction questionnaire uses a simple scale that lets them rate their opinions. A 5-point Likert scale, for example, asks customers to give a specific level of agreement with a given statement from high to low. A neutral option is usually in the middle.

Responses regarding customer service on a Likert chart are flexible. You can measure a variety of opinions from agreement, to satisfaction, to desirability.

Below is an example of a customer service Likert-type scale on “satisfaction.”

Generally, how satisfied or dissatisfied are you with our products and services?

• Very satisfied
• Somewhat satisfied
• Neither satisfied nor dissatisfied
• Somewhat dissatisfied
• Very dissatisfied

Instrument to Examine Likert Scale- ChartExpo

A Likert scale is a kind of scale utilized in study research that actions respondents’ mentalities towards a specific subject.

Likert scale questions are single-choice, closed-ended questions.

The main advantage of utilizing a Likert scale is that it gives more granular information on individuals’ perspectives towards a subject than a basic yes/no inquiry type. I am not saying you should dismiss the yes/no inquiry type. It has its benefits. However, my point is with a Likert scale you get more details from the respondents.

Tip2: Likert scales can be used in marketing research, customer satisfaction studies, psychometrics, opinion surveys, and numerous other fields.

By utilizing a Likert scale, analysts can evaluate changing degrees of agreement, significance, quality, and different elements. When you have Likert scale data to analyze, it is difficult to break it down without a data visualization tool.

Data visualization has numerous uses. Although there many tools accessible that assist you with visualizing Likert scale data, most do not offer variety. You will not get the insights you are looking for.

ChartExpo add-on is a tool that assists you with making Likert scale charts within. Making a Likert scale outline in Google Sheets is an extreme task because there are no inherent formats accessible in Google Sheets to draw Likert scale data.

Making a Likert scale graph is an easy process with the ChartExpo add-on for Google Sheets. You can analyze your data with just a few clicks.

Creating Likert chart in Google Sheets

Suppose you own a restaurant. You want to know your customers’ opinion about the business so that you can improve according to customer demands.

For this reason, you decide to use a Likert survey to know the customer’s opinion. You sent this survey to your customers via email. You made this survey very short and simple.

After 15 days you received all the feedback from the customer you had sent the survey. You collected the data and recorded it in  Google Sheets.

1. 1. First, click on Add-ons > ChartExpo > Open
   2. Next, click on Specialized Survey Charts and then click on Likert Chart.
   3. Select Sheet Name. Click on Add new metric and then select the column that has numerical value (Count).

1. Then click on Add new dimension and then select Column which has Questions. Click on Add new dimension and then select Column which has Rating.
2. Finally, you click on Create Chart.

Insights

The next step was to analyze the chart so that you may understand the customers’ opinions. In the first row, you observed that there are different colors in the bar. In these colors:

• red represents 1
• pink represents 2
• gray represents 3
• light green represents 4
• dark green represents 5

You looked into the last row with the question “Restaurant has a good sitting plan” and a total of 4.18k customers answered this question.

• 18% (764) of them rated 1
• 9% (356) of them rated 2
• 34% (1.43k) of them rated 3
• 33% (1.36k) of them rated 4
• 6% (269) of them rated 5

Overall question rating was 3.

The next question was “The food was presented well” and 5.15k customers answered this question.

• 18% (974) of them rated 1
• 18% (921) of them rated 2
• 29% (1.48k) of them rated 3
• 29% (1.48k) of them rated 4
• 6% (297) of them rated 5

Overall question rating was 2.8.

Then, you observed that on the first row with the title of Overall, a total of 13.5k people took part in it.

• 22% of them rated 1
• 11% of them rated 2
• 30% rated 3
• 28% of them rated 4
• 9% of them rated 5

Overall product rating was 2.9.

Creating a Likert chart in Excel

Daniel has a gaming store. He was curious about how his customers were reacting towards his gaming products. He prepared a questionnaire and sent it to customers via email so that they can comment on his products. He chose a Likert scale survey because he wanted his customers to easily answer the questions.

He did not want his customers to give long answers as this might be a turn-off preventing the customer from taking part in the survey. In about 4 weeks he got all the responses from customers. He gathered that data and put this in Excel.

He clicked on “INSERT.”

Then clicked On and selected ChartExpo for Excel.

After that clicked on Survey.

The Survey menu dropped down.

Now, he clicked on Likert Chart.

Then, he selected the column on Question, Rating and Count.

Next, he clicked on “Create Chart From Sheet Data.”

Just like that his chart was ready.

Insights

It was then time to analyze the chart and find out what the responses were. In the first row, he observed that there are different colors in the bar. In these colors:

• Red represents 1
• pink represents 2
• gray represents 3
• light green represents 4
• dark green represents 5

He looked into the last row with the question “All prices of games are worth it.”

A total of 2.89k customers answered this question.

• 18%(525) of them rated 1
• 11%(330) of them rated 2
• 32%(912) of them rated 3
• 25%(730) of them rated 4
• 14%(391) of them rated 5

Overall this question rating was 3.0.

The next question was “Gaming cards are working fine.” 3.18k customers answered this question.

• 18% (604) of them rated 1
• 10% (326) of them rated 2
• 28% (874) of them rated 3
• 18% (559) of them rated 4
• 26% (813) of them rated 5

Overall question rating was 3.2.

On the title overall, a total of 10.6k people took part in it.

• 18% of them rated 1
• 16% of them rated 2
• 24% of them rated 3
• 20% of them rated 4
• 22% of them rated 5

Overall product rating was 3.1.

Wrap Up

The world of business has become extremely competitive. Business owners and company executives are going the extra mile to ensure they capture new customers and retain the old ones. You can do this by evaluating the customers’ satisfaction and opinion regarding the types of services or products you sell.

The Likert scale is one survey tool that can help you conduct such types of surveys where the answer is not a yes or a no. Once you have collected the survey, think about visualizing Likert scale data to analyze and decipher insights from the survey.

You can create data visualization with zero coding experience easily with just a few clicks using ChartExpo. This tool offers convenience since you can install it on Excel and Google Sheets and work from one place.