When using a 5 point Likert scale to measure quality of service, what are the best answer choices to use?
For customer surveys incorporating a 5-point Likert scale (or “category identifier”) we usually use the following scale: (5) Very satisfied, (4) Somewhat satisfied, (3) Neither satisfied nor dissatisfied, (2) Somewhat dissatisfied, (1) Very dissatisfied. The key features of this scale are that it’s symmetrical and avoids descriptors with strong emotional connotations. We use a similar scale to measure agreement with certain statements or likelihood to take certain future behaviors.
