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Abstract Details

Activity Number: 612
Type: Contributed
Date/Time: Thursday, August 2, 2012 : 8:30 AM to 10:20 AM
Sponsor: Section on Statistical Graphics
Abstract - #305235
Title: Design of Plots for Likert and Other Rating Scales
Author(s): Richard Heiberger*+ and Naomi B Robbins
Companies: Temple University and NBR
Address: Speakman Hall 00612, Philadelphia, PA, 19122, United States
Keywords: diverging stacked bar charts ; population pyramids ; Likert scales ; HH package in R ; psychometrics

Rating scales, such as Likert scales and semantic differential scales, are very common in marketing research, customer satisfaction studies, psychometrics, opinion surveys, population studies, and numerous other fields. We recommend diverging stacked bar charts as the primary graphical display technique for Likert and related scales. We discuss the perceptual and programming issues in constructing the graphs. Many examples of plots of Likert scales are given. We present a package containing code in R, and a dashboard in Tableau, for diverging stacked bar charts. The graphical presentation of Likert scale data in R can be used from the command line, from the Rcmdr menu, and from an Excel Workbook using the RExcel interface.

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