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Likert Scale using Google Forms: 7 Proven Ways To Master It

Hinduja MV

14 June 2023

5 min read

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

Hence, this post will discuss how to employ 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

The Likert scale is a psychometric evaluation instrument used to assess peoples’ attitudes, convictions, and opinions. This scale, which bears Rensis Likert’s name, is made up of a number of statements or questions that participants rate on a predetermined scale.

Respondents can express their degree of agreement or disagreement, satisfaction or dissatisfaction, and other subjective judgements thanks to the Likert scale’s structure.

Therefore, this scale has a number of benefits over other survey question formats. It first offers a standardized, quantified approach for gathering irrational data. The scale enables researchers to analyze views on a continuum rather than just categorizing responses into binary alternatives, allowing for a more nuanced understanding of people’s perceptions.

Additionally, this scale accommodates a wide range of topics and can be customized to suit specific research objectives.

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Creating a Google Form

Before diving into the implementation of the Likert scale in Google Forms, let us start with the basics of creating a Google Form for survey purposes. Follow these step-by-step instructions:

Open Google Forms

Access Google Forms by signing in to your Google account and navigating to the Google Forms website.

Create a new form

Click on the “+ Blank” button to create a new form from scratch.

Add a title and description

Hence, give your form a descriptive title that reflects its purpose. Include a brief description to provide context to respondents.

Insert questions

Thus, in order to add questions to your form, click the “+” icon. Each question type available in Google Forms has a unique relationship to the Likert scale.

Therefore, it is essential to ask questions in a clear, succinct manner if you want accurate, insightful responses. Furthermore, make sure your survey’s questions are straightforward, free of ambiguity, and relevant to its goal.

Adding Likert Scale Questions in Google Forms

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

Create a new question

Click on the “+” icon to add a new question to your form.

Choose the Likert scale question type

Select the “Multiple choice” question type and choose the option that represents a Likert scale.

Craft your statement

Write a clear and concise statement that captures the specific attitude or opinion you want to assess. Thus, ensure the statement is unbiased and balanced to elicit honest responses.

Set the rating options

Hence, determine the rating options that respondents will use to indicate their level of agreement or disagreement. Common options include 3-point, 5-point, or 7-point scales. Choose an appropriate scale length based on the complexity of the topic and the desired granularity of responses.

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Customizing Likert Scale Statements

Crafting effective Likert scale statements is essential for obtaining meaningful responses. Consider the following tips:

Use precise language

Clearly define the behavior, belief, or concept you are assessing to ensure respondents understand the context of the statement.

Avoid leading or biased statements

Remain neutral and unbiased in your statements to prevent influencing respondents’ responses.

Offer balanced response options

Ensure the scale includes both positive and negative statements to capture a range of attitudes or opinions.

Analyzing Likert Scale Responses

Thus, interpreting responses requires thoughtful analysis. Here are some key steps to consider:

Calculate mean scores

Also, calculate the mean scores for each question by adding up the individual responses and dividing by the total number of respondents. This gives a numerical illustration of the typical perspective on the statement.

Create illustrations of the concepts

It can be easier to grasp and make a stronger visual impact when Likert scale responses are presented as bar graphs or charts. Additionally, more sophisticated analysis and visualization possibilities, use the built-in data visualization tools in Google Forms or export the data to third-party applications.

Consider the response distribution

Analyze how people responded to the various rating options. Look for patterns or trends that can give you a better understanding of the respondents’ views or viewpoints. For example, are the responses concentrated towards one end of the scale or evenly distributed?

Compare results

For example, If you have multiple Likert scale questions in your survey, compare the responses to identify relationships or correlations between different statements. This can uncover valuable associations or differences in attitudes and opinions.

Do check out this video from ChartExpo for detailed understanding of using and analyzing the Likert scale questions in a survey.

Enhancing Likert Scale Surveys in Google Forms

To create engaging and effective Likert scale surveys, consider the following tips:

Keep it concise

Avoid survey fatigue by keeping the number of Likert scale questions manageable. Moreover, long surveys can lead to decreased respondent engagement and potentially biased or incomplete responses.

Use clear instructions

Provide clear instructions to respondents on how to interpret and rate the Likert scale statements. Furthermore, include examples or anchors to help them understand the scale and make consistent judgments.


Minimize respondent bias

Also, be mindful of potential biases that can influence respondents’ answers. Use neutral language, avoid leading questions, and consider using reverse-coded statements to counteract response biases.

Increase response rates

Also, improve the likelihood of receiving higher response rates by using engaging survey introductions, personalized invitations, and follow-up reminders. Thus, consider offering incentives to encourage participation.

Exploring Advanced Features of Google Forms

Moreover, Google Forms offers several advanced features that can enhance the survey experience and data collection process:

Conditional logic

Use conditional branching to show or skip specific Likert scale questions based on previous responses. Hence, this allows for a more personalized and relevant survey experience.

Response validation

Implement response validation rules to ensure data accuracy and consistency. Hence, you can set specific criteria for responses, such as numeric ranges or required fields, to prevent invalid or incomplete entries.

Collaborative Editing

Google Forms supports collaborative editing, which means you can invite others to collaborate on the form creation and editing process. Multiple users can work on the same form simultaneously, making it easier to gather input and streamline the form-building process.

Add-ons and Integrations

Google Forms supports add-ons, which are third-party tools that extend the functionality of Forms. Also, you can use add-ons to enhance data analysis, integrate with other tools, generate reports, or automate workflows. Therefore, some popular add-ons include Form Publisher, Form Approvals, and Choice Eliminator.

Quizzes and Grading

Google Forms can be used to create quizzes and assessments. Hence, you can assign point values to questions, set correct answers, and even provide feedback for each response. Thus, forms can be automatically graded, and results can be shared with respondents instantly or at a later time.

Data Analysis and Visualization

Google Forms integrates with Google Sheets, enabling seamless data transfer and analysis. Responses are automatically collected in a Google Sheet, allowing you to view and analyze the data using built-in or custom formulas, create charts and graphs for visual representation, and generate reports.

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The Likert scale is a useful instrument for measuring attitudes and beliefs across a range of topics, to sum up. When combined with the strength and adaptability of Google Forms, it is even more efficient for gathering insightful input.

Therefore, you may make meaningful Likert scale surveys, tweak statements, analyze replies, and improve the overall survey experience by following the instructions in this article. Therefore, use Google Forms’ Likert scale to collect insightful input and make informed decisions starting right now.

Hinduja MV

Growth Marketer at SurveySparrow

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