Ordinal Methodology in the Analysis of Likert Scales

Likert scales are widely used in survey studies for attitude measuring. In particular, the questionnaires propagated by the SERVQUAL approach are based on Likert scales. Though the problem of attitude suggests an ordinal interpretation of Likert scales, attitude survey data are often evaluated with techniques designed for cardinal measurements. The present paper discusses the interpretation of scales for attitude measuring and gives a survey of data analysis techniques under the proper ordinal understanding.