How is a Likert Scale typically used?

A Likert Scale is specifically designed to assess attitudes, perceptions, or opinions, allowing respondents to express varying degrees of agreement or disagreement with a given statement. This scale usually consists of a range of options such as "strongly agree," "agree," "neutral," "disagree," and "strongly disagree," which provide a granular understanding of how individuals feel about a specific topic.

Using this method enables researchers and marketers to quantify subjective feelings and preferences, making it easier to analyze trends in attitudes over a population. The linear scale helps in identifying not only the general sentiment but also the intensity of that sentiment among respondents.

In contrast, the other options focus on different aspects of market analysis. Measuring purchase frequency pertains to behavioral data rather than opinion measurement. Calculating email open rates involves performance metrics related to digital marketing rather than subjective attitudes. Finally, analyzing sales data over time is more about quantitative sales performance rather than understanding customer attitudes or perceptions.