“…Due to its simplicity and popularity, the traditional Likert scale expanded into many variations of Likert‐type scales. These are commonly used in survey instruments designed for: measuring employee performance in the workplace (Purdey, ), communications research (Ryan, ), marketing research (Garland, ), political‐opinion research (Raaijmakers, van Hoof, ’t Hart, Verbogt, & Vollebergh, ), and psychometric research (Kulas & Stachowski, ). Its popularity, however, does not necessarily equate to its validity as a data collection method (Johns, ).…”