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 Marketing -> Likert Language

This page is a resource for the often difficult and time consuming task of choosing neutral language for Likert scales in survey forms.​
Remember, the more points on a scale, the less likely respondents are to choose extreme values, and consider "N/A" values.
​

AGREEMENT

Strongly Agree 

Agree 

Undecided 

Disagree 

Strongly Disagree

Agree Strongly

Agree Moderately

Agree Slightly

Disagree Slightly

Disagree Moderately

Disagree Strongly

Agree

Disagree

Agree

Undecided

Disagree

Agree Very Strongly

Agree Strongly

Agree

Disagree

Disagree Strongly

Disagree Very Strongly

Yes

No

Completely Agree

Mostly Agree

Slightly Agree

Slightly Disagree

Mostly Disagree

Completely Disagree

Disagree Strongly

Disagree

Tend to Disagree

Tend to Agree

Agree

Agree Strongly

 

FREQUENCY

Very Frequently

Frequently

Occasionally

Rarely 

Very Rarely

Never

Always 

Very Frequently

Occasionally 

Rarely 

Very Rarely 

Never

Always

Usually

About Half the Time

Seldom

Never

Almost Always

To a Considerable Degree

Occasionally

Seldom

A Great Deal

Much

Somewhat

Little

Never

Often

Sometimes

Seldom

Never

Always

Very Often

Sometimes

Rarely

Never

Almost Always

To A Considerable Degree

 

IMPORTANCE

Very Important 

Important 

Moderately Important 

Of Little Importance 

Unimportant

Very Important

Moderately Important

Unimportant

Very Important

Important

Neither Important or Unimportant

Unimportant

Very Unimportant

0 = Not Important At All

1 = Of Little Importance

2 = Of Average

Importance

3 = Very Important

4 = Absolutely Essential

 

QUALITY

Very Good

Good

Barely Acceptable

Poor

Very Poor

Extremely Poor 

Below Average 

Average 

Above Average 

Excellent

Good

Fair

Poor

 

VALUE

High

Moderate

Low

None

 

RELEVANCE

Excellent

Somewhat

Poor

 

LIKELIHOOD

Like Me 

Unlike Me

To a Great Extent

Somewhat

Very Little

Not at All

True

False

Definitely

Very Probably

Probably

Possibly

Probably Not

Very Probably Not

Almost Always True 

Usually True 

Often True 

Occasionally True 

Sometimes But Infrequently True 

Usually Not True 

Almost Never True

True of Myself

Mostly True of Myself

About Halfway True of Myself

Slightly True Of Myself

Not at All True of Myself

 

Two-Point Scales / Dichotomous Scales / Boolean Values:

Fair

Unfair

Agree

Disagree

True

False

Yes

No

 

Three-Point Scales

More than I would like

About right

Less than I would like

Too Harsh

About right

Too Lenient

Too Strict

About right

Too Lenient

Too heavy

About Right

Too light

Too much

About right

Too little

Extremely

Moderately

Not at all

 

Four-Point Scales:

Most of the time

Some of the time

Seldom

Never

Strongly Agree

Agree

Disagree

Strongly Disagree

Definitely won’t

Probably won’t

Probably will

Definitely will

 

Five-Point Scales:

Much better

Somewhat better

Stayed the same

Somewhat worse

Much worse

Strongly Agree

Agree

Undecided

Disagree

Strongly Disagree

Very High

Above Average

Average

Below Average

Very Low

Very important

Important

Fairly important

Slightly important

Not important

Excellent

Above Average

Average

Below Average

Very Poor

Very good

Good

Fair

Poor

Very poor

Much higher

Higher

About the same

Lower

Much lower

 

Very satisfied

Satisfied

Neither

Dissatisfied

Very dissatisfied

Almost always

Often

Sometimes

Seldom

Never

Extremely

Very

Moderately

Slightly

Not at all

   
After 5, you may as well use a number scale with just extremes and perhaps the middle labelled
Remember, the more points on a scale, the less likely respondents are to choose extreme values.

Gathered from extension.iastate.edu/Documents/ANR/LikertScaleExamplesforSurveys.pdf and ​researchbasics.education.uconn.edu/likert_scales/
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