Likert scales are also racist

OK first in a hopefully regular friday fun series….and when I run out of DCE-related fun (i.e. in a fortnight) I’ll post some other funny crap…..

Likert’s original Likert scale was a racist example against African Americans. (This is not funny haha, but funny WTF?!)

The full paper is here.

Actually it’s really a Guttman scale but it doesn’t change the fact Likert scales are BAD, mmm’kayyyy!

Apart from some medical contexts (like pain) you can usually replace a Likert attitudinal scale with Case 1 (object case) Best-Worst Scaling (BWS).