Have you ever filled out a survey or questionnaire and wondered how your responses are interpreted? At Business Intelligence Group, we use Likert scales extensively in the judging of our nominations. Here’s an insider's look at how our judges use Likert scales to assess nominees and some tips for making your nominations stand out.
What is a Likert Scale?
A Likert scale is a psychometric scale commonly used in surveys and questionnaires. It allows respondents to indicate their level of agreement or disagreement with a statement on a symmetric scale. Typically, Likert scales range from 1 (strongly disagree) to 9 (strongly agree), but they can also have fewer or more points.
The History of the Likert Scale
The Likert scale, developed by American social psychologist Rensis Likert in 1932, revolutionized how we measure attitudes and opinions. Likert, initially a civil engineering student, switched to economics and sociology. His scale was introduced in “A Technique for the Measurement of Attitudes.” Likert’s work has had a lasting impact on both academic research and practical applications, making the scale a cornerstone in survey research.
How Do Business Intelligence Group Judges Use Likert Scales?
Our judges are industry experts who are carefully selected for their knowledge and experience. When evaluating nominees, they use a variety of criteria, including the information provided in the nomination form, supporting materials, and online references. Likert scales are one tool that judges use to assess a nominee's strengths and weaknesses in a specific area.
For example, a judge might be asked to rate a nominee's marketing campaign on a scale of 1 (ineffective) to 9 (highly effective). The judge would consider factors such as the creativity of the campaign, its target audience, and its measurable results.
Here's a breakdown of what each value on a 9-point Likert scale typically means to our judges:
1 (Strongly Disagree) - Completely disagrees with the statement or believes it is not at all true.
2 (Disagree) - Disagrees with the statement more than agrees.
3 (Somewhat Disagree) - Leans slightly more towards disagreement than agreement.
4 (Neutral) - Neither agrees nor disagrees with the statement.
5 (Somewhat Agree) - Leans slightly more towards agreement than disagreement.
6 (Agree) - Agrees with the statement more than disagrees.
7 (Strongly Agree) - Strongly agrees with the statement or believes it is mostly true.
8 (Very Strongly Agree) - Very strong agreement with the statement.
9 (Extremely Strongly Agree) - The highest level of agreement; believes the statement is completely true.
Why 9?
The choice of a 9-point Likert scale offers several advantages in judging business awards:
- Granularity: A 9-point scale provides more options for respondents, allowing for finer distinctions in their level of agreement or disagreement. This granularity helps capture subtle differences in opinions and attitudes.
- Balanced Range: With a midpoint (5) and equal numbers of positive and negative options, a 9-point scale offers a balanced range. This symmetry can make it easier for respondents to express their true feelings.
- Enhanced Sensitivity: More points on the scale can lead to increased sensitivity in detecting variations in responses. This is particularly useful in detailed evaluations, like those in our award judging process.
- Improved Data Quality: The additional response options can reduce the likelihood of central tendency bias, where respondents might otherwise cluster their answers around the middle of the scale.
By using a 9-point Likert scale, we ensure a more nuanced and accurate assessment of each nomination, reflecting the diverse perspectives of our judges.
Tips for Making Your Nominations Stand Out
When you are nominating a company or individual for any business award, it is important to provide strong evidence to support your nomination. Here are a few tips:
- Be specific. Don't just say that a nominee is "excellent" or "innovative." Provide concrete examples to illustrate your points.
- Focus on results. What measurable results has the nominee achieved? How have they made a difference in their industry?
- Use strong data. Back up your claims with data and statistics whenever possible.
- Tailor your nomination to the award criteria. Make sure that your nomination addresses all of the specific criteria for the award you are nominating for.
By following these tips, you can increase your chances of having your nominations stand out from the competition.
We Likert You
Likert scales are a valuable tool and by understanding how Likert scales are used, you can provide stronger nominations and help us to recognize the very best businesses and individuals in the industry.