Research Design Connection: Number of Response Options

Simms, Zelazny, Williams and Bernstein studied the optimal number of Likert scale responses options to provide to people answering survey questions. Information on Likert scales was detailed in a press release related to Simms and team’s work; these scales follow a statement and include, “response options of varying intensity and attitude…strongly disagree, disagree, neither agree nor disagree, agree or strongly agree.”

Likert scales are frequently used in the course of design-related research projects. The press release issued for work done by the Simms group reports their findings, “Would doubling the number of response options improve accuracy? What about providing fewer options? ‘Six appears to be the magic number,’ says Simms…‘I’m doubtful that there would be evidence that responses beyond six would be that helpful.’ Part of the utility in…an even number of options rather than an odd number, is the elimination of a middle choice…Simms says some respondents use the middle number for reasons not relevant to the trait that’s being measured…‘Respondents often don’t know what to say or they’re not sure how they feel or they don’t care to say how they feel or they might be lazy. To be done with it, they pick the middle number’” [quote attributed to Simms].

“Strongly Agree: The Number of Response Options Matter When Using a Likert Scale.” 2019. Press release, University at Buffalo, http://www.buffalo.edu/news/releases/2019/04/035.html

Sally Augustin, PhD, a cognitive scientist, is the editor of Research Design Connections (www.researchdesignconnections.com), a monthly subscription newsletter and free daily blog, where recent and classic research in the social, design, and physical sciences that can inform designers’ work are presented in straightforward language. Readers learn about the latest research findings immediately, before they’re available elsewhere. Sally, who is a Fellow of the American Psychological Association, is also the author of Place Advantage: Applied Psychology for Interior Architecture (Wiley, 2009) and, with Cindy Coleman, The Designer’s Guide to Doing Research: Applying Knowledge to Inform Design (Wiley, 2012). She is a principal at Design With Science (www.designwithscience.com) and can be reached at sallyaugustin@designwithscience.com.