One can easily make a wider market research to quite a number of respondents or consumers hence the cost of hiring a service provider such as Research companies is not incurred thereby giving the business greater returns on investments (Likert, 1932). Usually testing of the hypotheses depends on the nature of questions used during the study, the most commonly used technique is Kristal Wallis test which assists to evaluate the variance techniques further organization of data takes effect where combining of the respondents different choices takes place in this the most common used method is Chi Square technique.i.e agree/disagree, accept/reject. Distribution of observations in bar charts is may be deemed necessary. Display the likert analyzed data statically meaning the research uses central tendency such mean, mode or medium to fully describe the data, normally mode is usually suitable for interpretations. Data should be ready by numbering the responses choices for example Agreed is coded 1,Disagree is coded 2 meaning each choice is given to one research question and always remember to obtain the non-numeric concepts data and data whose exact difference is known. In terms of spacing the numbered scales should be evenly spaced and the respondents or consumers should be given a variety of choices to enhance the market surveys in addition to this unnecessary survey questions should be avoided to as to obtain an elaborate research. Words make difficult for the respondents to give their feelings on the items, hence numbered or labeled scales are highly recommended, even scales are normally not allowed as it makes the respondents unable to put across the point views, hence the data becomes useless. There are various tips used in likert scale key among them includes.
There are normally five possible choices used during the research which includes: strongly agree, agree, neutral, disagree and strongly agree (Bissonete, 2007). Likert scales are usually used for market research. It’s an interview or set of questions used to know the agreements of respondents on variety of items, products and services. It is a measuring scale or a tool used to determine the opinions, behaviors and perceptions of individuals’ or consumers. According to Bissonnette (2007), Likert scale was named after inventor, psychologist Resins Likert.
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