Marketing researchers have available for their use in measuring attitudes or components of attitudes a number of different types of scales or scale formats, including the semantic differential, Stapel ...

There are several ways you can gather data regarding someone’s preference or attitude. The Likert Scale is a five or ...

BUFFALO, N.Y. – You’ve probably seen a Likert Scale even if you don’t know the ubiquitous measurement tool by name. In its traditional form, a researcher presents a statement followed by five response ...

Researchers often tweak the number of response options in the traditional five-point Likert Scale with little empirical justification for doing so. Now a psychologist has tested the test. Leonard ...