The Likert Scale: A Proposal for Improvement Using Quasi-Continuous Variables

This paper discusses Likert-type items on a survey instrument, as commonly used is the social sciences and marketing research (often referred to as a “Likert scale”). It briefly discusses antecedents to the Likert item, but focuses more on its limitations, primary among which is the fact that it generates qualitative data. Derivatives of the Likert scale are presented and their limitations are discussed. An alternative that uses information systems to derive quasi-qualitative data is presented, and the analytical advantages are discussed