Which of the following statements about a Likert scale is FALSE?
A) The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B) The subject indicates his/her degree of agreement or disagreement with each statement.
C) Researchers anchor only the endpoints of the scale.
D) A total score for each subject can be calculated by adding or averaging the scores across items.
E) Subjects can indicate the intensity of their feelings.

Question

Quizplus · Accepted Answer

This statement is false because researchers anchor both the endpoints and the intermediate points of the Likert scale. The anchors provide a reference for the subject to rate their degree of agreement or disagreement with the statement.

Which of the Following Statements About a Likert Scale Is