In a variety of fields, getting input and perspectives is essential. Understanding people’s attitudes and opinions offers valuable information, whether the context is market research, customer satisfaction, employee assessments, or academic studies. Thus, the Likert scale questionnaire is one well-liked method of evaluating these attitudes and beliefs.

Hence, this post will discuss employing the Likert scale in Google Forms, a flexible tool for creating surveys and gathering data. Utilizing the advantages of Google Forms and the potency of the Likert scale, you can acquire insightful information to guide decision-making and enhance outcomes.

Understanding the Likert Scale Questionnaire
Starting a New Form
Creating a Likert Scale Questionnaire
Customizing Your Likert Scale Statement
Drawbacks of Using the Likert Scale in Google Forms
SurveySparrow – A Better Alternative to Google Forms

Understanding the Likert Scale Questionnaire

What is a Likert scale? A psychometric evaluation instrument that uses a fixed choice response format to capture respondents’ attitudes or opinions about a statement. This scale, which bears Rensis Likert’s name, is typically on a 5-point or 7-point scale ranging from “Strongly Disagree” to “Strongly Agree.”

Therefore, the Likert scale questionnaire has several benefits over other survey question formats:

They provide a standardized, quantifiable approach for gathering subjective data
They allow for analyzing opinions on a continuous spectrum rather than just categorical responses
They’re highly adaptable across various research topics and industries
They yield easy-to-interpret data that can be visualized effectively

Google Forms offers a flexible platform for creating Likert scale surveys, but as we’ll explore, there are important limitations to consider when choosing your survey platform.

Creating a Likert Scale in Google Forms

Before implementing the Likert scale questionnaire in Google Forms, we need to create a form. Check out our step-by-step guide on how to create a Google Form.

Next, to add Likert scale questions to your Google Form, follow these steps:

Step 1: Create a new question

Click the “+” icon to create a new blank form
Add a title and description to provide context for your survey

Step 2: Add a Likert Scale Question type

Google Forms doesn’t have a dedicated “Likert scale” question type, but you can create one using either the Multiple Choice Grid or Linear Scale options:

Click the “+” icon to add a new question
Click the dropdown menu in the question card
Select “Multiple choice grid” for multiple statements rated on the same scale

How to create a Likert scale questionnaire in Google Forms - Step 2: Choose a question type

Step 3: Craft your statement

The quality of your Likert scale heavily depends on how you phrase your statements or questions:

For a Multiple Choice Grid:

Add your statements in the “Rows” section
Each row will represent a separate statement to be rated
Focus on one specific attitude or behavior per statement

Step 4: Set the rating options

Define the scale options that respondents will use to indicate their level of agreement or disagreement:

For a Multiple Choice Grid:

Add your scale options in the “Columns” section
Typical options include: “Strongly Disagree,” “Disagree,” “Neutral,” “Agree,” and “Strongly Agree”
Ensure your scale is balanced with equal positive and negative options

Your Likert scale questionnaire is now ready to be shared.

Best Practices for Effective Likert Scale Questions

The effectiveness of your Likert scale survey depends greatly on how you formulate your questions. Follow these best practices to ensure high-quality responses:

1. Embrace Precision

Define the Target: Specify the behavior, belief, or concept you’re assessing. Vague statements like “I enjoy shopping” leave room for interpretation, potentially leading to inconsistent responses. Instead, be specific: “I find the checkout process at this store efficient.”

Poor example: “I enjoy shopping” Better example: “I find the checkout process at this store efficient”

Use Actionable Language: Active voice and concrete verbs to convey the intended meaning. Replace “The product is good” with “The product consistently meets my expectations.”

2. Maintain Neutrality

Avoid Bias: Steer clear of statements that lean towards a specific outcome. Phrases like “Everyone loves this product” or “This service is ineffective” nudge respondents towards a particular answer, jeopardizing the validity of your data.

Poor example: “Everyone loves this product” Better example: “This product meets my needs”

Neutral Wording: Opt for neutral language that presents both sides of the spectrum. Instead of “The website is confusing,” consider “Navigating the website is sometimes challenging.”

Poor example: “The website is confusing” Better example: “I find navigating the website straightforward”

3. Create Balanced Response Options

Spectrum of Opinions: Offer a balanced range of response options that capture the full spectrum of potential viewpoints. A five-point scale with options like “Strongly Disagree,” “Disagree,” “Neutral,” “Agree,” and “Strongly Agree” ensures respondents can accurately reflect their stance.

Avoid Midpoint Bias: If a neutral option is included, ensure it represents a neutral position, not a “middle ground” between positive and negative options.

Limitations of Using Likert Scale in Google Forms

When collecting feedback or conducting surveys, choosing the method and tools is crucial for obtaining accurate and insightful data.

While Google Forms offers a straightforward and accessible solution, it may not always meet the sophisticated needs of all projects, especially when utilizing Likert scale questions.

Let’s delve into the drawbacks of using Likert scales in Google Forms compared to the advanced capabilities of SurveySparrow.

1. Lacks Advanced Logic and Analysis

Google Forms provides basic skip logic but lacks advanced follow-up options and sentiment analysis tools.

This means it can’t automatically prompt more detailed responses based on previous answers or analyze the tone and sentiment of open-ended responses.

2. No Comprehensive Data Analysis

While Google Forms offers fundamental data analysis through simple pie charts and spreadsheets, it lacks a sophisticated dashboard for advanced data insights.

This means to gain insights, you will need to export the data to Sheets for further analysis.

3. Lacks Flexible Question Display

Google Forms typically displays multiple questions per screen.

This can overwhelm respondents and influence their answers based on previous or subsequent questions on the same page.

4. Limited Customization

When changing the survey’s background or overall design to match branding or thematic requirements, Google Forms customization options are significantly limited. This hinders respondent engagement.

5. Basic Sharing Options

Sharing options in Google Forms are relatively basic, primarily focusing on link sharing or embedding forms on websites.

When it comes to social media, it allows only Facebook and Twitter.

SurveySparrow – A Better Alternative to Google Forms

While Google Forms offers a convenient platform for primary surveys, it falls short when creating engaging and insightful experiences.

SurveySparrow, on the other hand, empowers you to craft conversational surveys beyond simple Likert scales - thanks to our Wings AI. This helps you unlock deeper data and richer insights.

To show you what we mean, here’s a sample Likert scale questionnaire with SurveySparrow. Get started:

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Isn’t it better than Google Forms? Not only does SurveySparrow have beautiful surveys and a conversational interface, but it also surpasses Google Forms in many other aspects. Let's explore some of them.

SurveySparrow vs. Google Forms for your survey needs

1. Advanced Question Types and Logic

Skip/Display Logic:

Unlike Google Forms, SurveySparrow allows you to tailor the survey flow based on real-time responses. Show or hide follow-up questions based on previous answers, creating a dynamic and personalized experience.

Open-Ended Questions with Sentiment Analysis:

Capture valuable qualitative data through open-ended questions and leverage SurveySparrow’s built-in sentiment analysis to understand the emotional undertones of your respondents’ feedback.

Voice Transcription:

Enhance accessibility and convenience by enabling respondents to answer verbally using their device’s microphone. SurveySparrow transcribes their speech into text, saving them time and effort.

2. Advanced Data Analysis and Visualization

Advanced Dashboards:

Go beyond basic data tables with SurveySparrow’s interactive dashboards. Visualize your findings through various charts and graphs, allowing you to identify trends, patterns, and critical insights quickly.

Drill-Down Analysis:

Delve deeper into specific data segments with SurveySparrow’s drill-down capabilities. Analyze responses based on demographics, answer choices, or any other relevant criteria to gain a granular understanding of your audience.

NPS and CSAT Calculations:

Automatically calculate key customer experience metrics without manual formulas or exports.

3. Enhanced User Experience

Question Layout Flexibility:

Choose between displaying one question per screen for a focused experience or multiple questions per screen for a faster flow, depending on your survey’s objective and target audience.

Customization:

Create visually appealing Likert scale questionnaires that resonate with your brand by customizing the background, fonts, and color scheme.

4. Effortless Sharing and Distribution

Multiple Sharing Options:

Reach your audience through various channels with SurveySparrow’s diverse sharing options. Share via QR code or SMS, embed the Likert scale directly on your website, or utilize pop-up and chat integrations for seamless distribution.

Wrapping Up

While Google Forms offers a basic platform for creating Likert scale surveys, its limitations become apparent when you need something for deeper insights, better engagement, or even sophisticated analysis. The choice of survey platform significantly impacts not only your response rates but also the quality and actionability of the data you collect.

SurveySparrow addresses these cons and has more advanced features like AI surveys, is flexible, and is designed with the user in mind, making it a top choice for creating surveys that do more than just basic questions.

Ready to experience these advantages firsthand? Try our Likert Scale Questionnaire template for free and discover why thousands of organizations have switched from Google Forms to SurveySparrow for their feedback needs.

Try it for free.

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How to Create a Likert Scale in Google Forms