Why Familiarity Matters When Using the Likert Scale
Familiarity plays a key role in the use of the Likert Scale, a subject assessment tool that measures the degree of agreement or disagreement with a statement. The use of this scale has expanded across various industries, from academic research and market research to customer satisfaction surveys and employee evaluations. However, the accuracy and reliability of results generated from this tool can be influenced by the level of familiarity with participants have with the subject matter being assessed. In this article, we’ll explore why familiarity matters when using the Likert Scale and if it impacts the accuracy of the tool.
What is the Likert Scale?
The Likert Scale is a subjective assessment tool invented by American psychologist Rensis Likert in 1932. The scale consists of a series of statements that participants respond to using a numbered range that measures the level of agreement or disagreement. The commonly used Likert Scale ranges from Strongly Agree, Agree, Neutral, Disagree, and Strongly Disagree, but it can vary depending on the study or research goals.
The importance of Familiarity
The accuracy of the results obtained from the Likert Scale is heavily dependent on the subject matter being assessed. To obtain valid results, participants must have a sufficient understanding of the subject matter to give an informed answer. If they do not understand the subject matter, they may not know how to answer the questions accurately, leading to ambiguous and unreliable results.
In the case of academic research, participants’ familiarity with the subject matter is critical, as they will be asked to provide answers to questions that relate to a specific subject area. If participants lack familiarity with the subject matter, the results obtained might be misleading. For instance, if the study is focused on the effectiveness of a particular medication’s side effects, the participants should have experience taking the medication to provide valid results.
Familiarity in Market Research
In market research, familiarity with the product or service being assessed is an essential factor in determining the accuracy of results. Companies conduct market research to evaluate customer satisfaction, brand perception, and product demand, among others, for their products and services.
Familiarity with the product or service under evaluation is crucial as it affects how participants answer the questions posed. For instance, if a company is testing a new food product, the target audience should have experience with the food taste, preparation, and consumption to provide valid feedback. If participants are not familiar with the product, their responses may be influenced by other factors, such as unfamiliarity with the food’s taste, packaging, or marketing.
Familiarity in Employee Evaluations
Employee evaluations are another context where familiarity matters when using the Likert Scale. Employee evaluation is a crucial process for companies as it helps in identifying the areas where employees need improvement and rewarding those who have excelled in their roles.
Familiarity in evalution is an essential factor in generating reliable and accurate results. Employees should be familiar with the specific work area or job description’s expectations, skills, and performance indicators used in the evaluation process. If employees are not familiar with the job description or evaluation process, they may not give proper feedback, leading to unreliable results.
The Bottom Line
In conclusion, familiarity matters when using the Likert Scale, and it shouldn’t be overlooked when assessing subjects or conducting research. The accuracy and reliability of results obtained directly depend on the participants’ familiarity with the subject matter. If participants are unfamiliar with the subject matter being evaluated, the results may be misleading and may not provide valid feedback. Hence, it’s crucial to ensure participants are familiar with the subject matter before using the Likert Scale to avoid the risk of unreliable results.
