Amos wanted to construct a scale that assessed people's attitudes toward a new electric car, but was having a hard time developing items that varied in content intensity. Instead, he decided to write questions that all reflected moderate liking or dislike of the electric car. This scale example would most likely be a:
A) Thurstone scale
B) Likert scale
C) semantic differential scale
D) Guttman scale

Question

Quizplus · Accepted Answer

The Likert scale typically consists of a series of statements or items that respondents are asked to rate on a 5-point or 7-point scale ranging from "strongly agree" to "strongly disagree." In this case, Amos is creating a Likert scale with items that all reflect moderate liking or disliking of the electric car. This is a common approach to creating Likert scales when it is difficult to come up with items that vary in content intensity. Thurstone scales are different from Likert scales in that they use a judgment-based approach to determine the intensity or strength of attitudes, while semantic differential scales assess the connotative meaning of an object, and Guttman scales are used to measure a unidimensional construct with a series of statements that become progressively more extreme.

Amos Wanted to Construct a Scale That Assessed People's Attitudes