ABSTRACT
One way to find out people’s attitudes is to ask them. A number of techniques have been devised to do this. This chapter describes three attitude scales which you are likely to meet when reading research into attitudes: the Thurstone, Guttman and Likert scales. It explains why the Likert scale has become the most frequently employed measure of attitudes. In addition, it describes four other methods which have been used to explore what certain entities mean to people: the semantic differential, Q-methodology, repertory grids and facet theory.
