How meaningful are data from Likert scales? An evaluation of how ratings are made and the role of the response shift in the socially disadvantaged

Abstract

Likert scales relating to quality of life were completed by the homeless (N = 75); first year students (N = 301) and a town population (N = 72). Participants also completed free text questions. The scale and free text data were often contradictory and the results highlighted three processes to account for these disparities: i) frame of reference: current salient issues influenced how questions were interpreted; ii) within-subject comparisons: ratings were based on expectations given past experiences; iii) time frame: those with more stable circumstances showed habituation to their level of deprivation. Likert scale data should be understood within the context of how ratings are made. © 2011 The Author(s).