Marketing researchers have available for their use in measuring attitudes or components of attitudes a number of different types of scales or scale formats, including the semantic differential, Stapel ...

Researchers often tweak the number of response options in the traditional five-point Likert Scale with little empirical justification for doing so. Now a psychologist has tested the test. Leonard ...

BUFFALO, N.Y. – You’ve probably seen a Likert Scale even if you don’t know the ubiquitous measurement tool by name. In its traditional form, a researcher presents a statement followed by five response ...