Business researchers are often interested in attitudes, such as consumers' attitudes towards brands or advertising or employees' attitudes toward benefit options or workloads. Which of the following is useful in measuring attitudes and opinions?
A) ranking scale
B) Likert scale
C) nominal scale
D) manifest scale
E) Pearson scale

Question

Quizplus · Accepted Answer

The Likert scale is commonly used in measuring attitudes and opinions. It allows individuals to rate their level of agreement or disagreement with a statement using a 5-point or 7-point scale. This provides researchers with quantitative data that can be analyzed statistically. The other options listed (ranking scale, nominal scale, manifest scale, Pearson scale) are not typically used in measuring attitudes and opinions.

Business Researchers Are Often Interested in Attitudes, Such as Consumers