quality:corruption, information:highlighting, information:filtering
Rating scales

One of the most common rating scales is the Likert scale. A statement is used and the participant decides how strongly they agree or disagree with the statements. For example the participant decides whether Mozzarella cheese is great with the options of "strongly agree", "agree", "undecided", "disagree", and "strongly disagree". One strength of Likert scales is that they can give an idea about how strongly a participant feels about something. This therefore gives more detail than a simple yes no answer. Another strength is that the data are quantitative, which are easy to analyse statistically. However, there is a tendency with Likert scales for people to respond towards the middle of the scale, perhaps to make them look less extreme. As with any questionnaire, participants may provide the answers that they feel they should. Moreover, because the data is quantitative, it does not provide in-depth replies.