Likert scales
Likert scales refers to methods of doing surveys to collect customer opinion on the operation of the business. The technique has been widely using by many firms to measure customer opinions on the day to day running of the market. Hence, the Likert scale has become part and parcel of the current business world owing to cutthroat competition that exists in various companies. Therefore, every business is striving to achieve a competitive advantage so as improve on its profit and enhanced public image. The essay will discuss collecting customer using Likert scale by giving an example of the UK Company besides explaining the pros and cons of this scale. In that regard, the Likert scale continuous to shape the opinions of firms.
Psychologist Rensis Likert
Psychologist Rensis Likert discovered the Likert scale for purposes rating responses when doing research. The method is used to measure consumer behavior by measuring the psychological aspects of consumers. The Likert scale provides easy questions for consumers to answer hence the management can receive prompt feedback. Consequently, the data is analyzed and the organization can get fast feedback on the psychological view of the customer.
Example of a UK firm - Pricewaterhouse Coopers
An example of the UK firm that uses the Likert scale is the Pricewaterhouse Coopers which is an internationally recognized audit firm. When carrying out their audit functions, they are usually interested in customer satisfaction through the customer opinion. The most common questions asked are typically rated as strongly agree, agree, disagree, and strongly disagree. Some of this questions are the overall satisfaction of the services offered by Pricewaterhouse Coopers, whether the management respects the rights of consumers and if they have confidence in the services that are provided by the organization (Sodhi, Son and Tang 2012).
Also, questions on whether the customer has confidence in the management and if the organization is taking unfair advantage of its customers. Equally, PricewaterhouseCoopers asks other questions whether their clients are in the know on the emerging trends in the accounting and audit profession. Moreover, the customer's opinion is sort on their feeling about services offered and whether there is a chance for training and development.
Pros of Likert scales
The scale is used to measure the opinion, beliefs, and attitudes of people to an extent in which they agree or disagree with a given statement by not necessarily providing a concrete explanation of the response. Hence, this method is easily understood by the respondents when doing the survey. Equally, the plans are easily quantifiable through the use of subjective computations that are used further for analysis for the data presented. Also, this method does not require the respondent to take a stand because it needs a yes or no answer. Moreover, the answers given are a feeling of agreement or disagreement to a given statement. Consequently, all answers to a particular question can be coded to represent a specific response. Also, the data collection methods are highly versatile because they can be sent in person, through the internet or over the mail (Ilieva, Baron and Healey 2002).
Therefore, the responses that are given on a Likert scale present subjective feelings of the respondents stand on various issues. Moreover, this method is cost-effective because the company does not require to have a lot of resources to conduct it. Besides, it is more efficient. Equally, the Likert surveys are quick to attend because participants are not required to give concrete answers. Hence, the customers can freely provide the subjective response without fear of intimidation.
Cons of Likert scale
Biases may arise in the questionnaire in the event the participants want to keep their privacy which in turn leads to wrong conclusions when analyzing the data. Also, respondents may not comprehend some of the questions making them to unintentionally giving wrong answers. Incorrect answers result in wrong feedbacks which consequently brings fought false results. In some instances, the responses may be confusing to explain due to wrong interpretation of the questionnaires by the respondents. Besides, the psychology of some people cannot be measured through the surveys unless you meet them face to face. Face to face conversions while filling out the questionnaires helps in ascertaining the truth because the respondents are likely.
Besides, some questionnaires are challenging to answer resulting in wrong feedbacks. At the same time, the respondents may leave some questions blank while others would give fake answers to the questionnaire to give a false impression which will undoubtedly compromise the survey. Ultimately, attitudes of individuals differ from one person to another hence the interval between strongly disagree and disagree may bring internal conflict on the level of consistency between the two dimensions. Thus, it is impossible to achieve a uniform size (Kean and Reilly 2014).
Conclusion
Likert scale dimensions measure the attitudes of consumers by collecting the customer's opinions. The survey is conducted on a scales on whether you strongly agree, agree, disagree, and strongly disagree. The essay has elaborately discussed PriceWaterhouse Coopers as an example of a firm that uses this type of data collection and its pros and cons. Therefore, Likert scale helps in measuring the psychological well-being of consumers.
References
Ilieva, J., Baron, S. and Healey, N.M., 2002. Online surveys in marketing research: Pros and cons. International Journal of Market Research, 44(3), pp.361-376.
Kean, J. and Reilly, J., 2014. Item response theory. Handbook for Clinical Research: Design, Statistics and Implementation.(pp195-198). New York, NY: Demos Medical Publishing.
Sodhi, M.S., Son, B.G. and Tang, C.S., 2012. Researchers' perspectives on supply chain risk management. Production and operations management, 21(1), pp.1-13.
