Which of the following statements about Likert summated-ratings scales is FALSE?
A)The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B)The subject indicates his or 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. Researchers anchor both the endpoints and the midpoints of the scale in order to provide a frame of reference for respondents. By anchoring the midpoints as well, researchers can differentiate between respondents who have a neutral attitude and those who have a mild or moderate attitude in either direction.

Which of the Following Statements About Likert Summated-Ratings Scales Is