Likert Scale

'Persil washes whiter than white'

Strongly disagree Disagree Don't know -2 □ -1 □ 0 □

The 20 to 25 statements used in the scale must all deal with the same subject. If attitudes towards a variety of subjects are sought - firm's products, personnel, etc. - a separate list of statements would be required for each subject.

Suppose attitudes towards a restaurant are being assessed using a Thurstone scale. An interviewee indicates three statements with which they agree:

You are Hired

You are Hired

Have You Managed To Land The Job Yet? Are You Fed Up To The Eyeballs And Sick To Death Of Applying For No End Of Jobs And Still Turning Up Empty Handed? Do You Wonder Why Others Are Getting All The Jobs And Not You?

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