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Measurement of Attitudes

  • Linguistics
  • Psychology


This chapter describes several approaches and techniques of attitude measurement. The approaches described are: direct observation, self-report, and attitude scales. The specific attitude scales described in some detail are: Thurstone’s scale, Likert’s scale, the scalogram techniques, and the semantic differential. The strengths and limitations of various attitude measurement techniques have also been examined. This is intended for bachelor’s and master’s level students in psychology and other behavioral sciences.

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