Can the Likert Scale Measure Qualitative Data?

The Likert Scale is primarily designed to measure quantitative data by providing a range of response options that can be assigned numerical values. However, it can also capture qualitative aspects of data indirectly. This article explores how the Likert Scale can be used to gather both quantitative and qualitative information and highlights the importance of careful interpretation.

Quantifying Qualitative Responses

While the Likert Scale itself is fundamentally a quantitative tool, the responses can reflect qualitative dimensions such as satisfaction, agreement, or the frequency of feelings. For example, a statement like 'On a scale of 1 to 5, how satisfied are you with the service?' can capture qualitative aspects of the respondent's experience, such as their level of contentment or frustration.

Example: A respondent might choose '3' because it reflects their general satisfaction level, but the underlying reasons could be a mix of positive and negative experiences, which can provide qualitative insights.

Exploratory Analysis

Researchers can use open-ended questions alongside Likert items to gather qualitative insights. This mixed-methods approach allows for a richer understanding of the underlying reasons behind the quantitative ratings. For instance, a follow-up question like 'What specifically made you choose this rating?' can reveal valuable qualitative data.

Interpretation of Responses

The interpretation of the numerical responses can lead to qualitative insights. For example, analyzing the distribution of responses can reveal patterns, trends, and sentiments that provide qualitative context. These insights can be invaluable in understanding the nuances of the data.

Limitations and Best Practices

While the Likert Scale can serve as a bridge to qualitative data, there are limitations to consider. For instance, the sample size may be too small to conduct statistical testing on qualitative data derived from Likert scales. The results should only be used directionally and for summarizing the group's leanings, typically followed by open-ended questions to capture additional qualitative information.

Example: A survey asking 'On a scale of 1 to 5, how satisfied are you with our product?' can be complemented with an open-ended question like 'What specific aspects of the product satisfy you the most?' This combination can provide a more comprehensive understanding of the respondents' opinions.

Ordinal and Interval Data

Likert scales are commonly used to measure ordinal or interval data. Ordinal data has a natural, meaningful order but no consistent difference between values. Interval data has equal intervals but no true zero point. For example, in a restaurant rating system, a 5-star rating is better than a 4-star rating within the same conditions. While ordinal or interval measures are quantitative, they can sometimes be interpreted as qualitative, especially when detailing the differences between ratings.

Conclusion

In summary, while the Likert Scale is fundamentally a quantitative tool, it can serve as a bridge to qualitative data through careful interpretation of attitudes and the context provided by additional qualitative inquiries. By combining quantitative and qualitative methods, researchers and practitioners can gain a more comprehensive understanding of the data and the underlying reasons behind respondents' choices.