Skala Likert, Bias Penggunaan dan Jalan Keluarnya
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Abstract
Many researchers refer to any graded scale as a Likert scale. In addition to misnaming, this assumption can lead to errors in the data scale and analysis technique. This paper aims to explain the instrument scales in the survey and the data types they generate. Thus, the position of the Likert scale compared to other measurement scales becomes apparent so that researchers can give the right name to the scale they use and choose the proper data analysis technique according to its type.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
Bilson Simamora, Institut Bisnis dan Informatika Kwik Kian Gie
Simamora, Bilson, is a Professor of management science, Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta. He earned a master's degree in 1994 in Marketing from Prasetiya Mulya University. He also got a doctoral degree in marketing from the University of Indonesia. His research interests are in consumer behavior and brand management. He has his works published in International Review of Management and Marketing, Journal of Educational, Health, and Community Psychology, ASEAN Marketing Journal, Humaniora, Marketing Science Letters, International Journal of Evaluation and Research in Education, Gadjah Mada International Journal of Business, including dozen books published by notable publishers, and hundreds of marketing and research materials posted in www.bilsonsimamora.com.
Author’s contact detail: Kwik Kian Gie School of Business, Jl. Yos Sudarso Kavling 87 Sunter Podomoro, Jakarta, Indonesia, Phone: +62165307062, Fax.: +62165306967, Email: bilson.simamora@kwikkiangie.ac.id.
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