Methods for rating attributes

Thus far we have examined techniques that allow respondents to express their feelings on the extent to which an item or topic possesses certain attributes. However, in trying to obtain an overall score for the subject matter under scrutiny, we have assumed equal weighting for all the attributes or statements. It is necessary, however, to measure how important each attribute or statement is for the overall attitude being measured.

Rating scales enable respondents to disclose the intensity of their feelings about certain attributes or about the subject itself.

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