The most widely used attitude-scaling technique in marketing research is
A)the itemized-ratings scale.
B)the semantic-differential scale.
C)the graphic-ratings scale.
D)the summated-ratings (Likert)scale.
E)the comparative-ratings scale.

Question

Quizplus · Accepted Answer

The summated-ratings (Likert) scale is the most widely used attitude-scaling technique in marketing research. This technique involves presenting a series of statements related to the attitude being measured and asking respondents to indicate their level of agreement or disagreement with each statement on a scale. The scores for all items are then summed to represent the overall attitude. This approach is easy to construct and score, and has been found to be reliable and valid in measuring attitudes.

The Most Widely Used Attitude-Scaling Technique in Marketing Research Is