Using rating scales

The kind of complex scaling exercises often used in attitude measurement are also fully structured in the sense that both the interviewer and respondent are bound by the questionnaire. However, when scaling and attitude battery exercises are used there is a greater need for intervention by the interviewer to ensure that respondents fully understand what they are required to do in order to answer the questions correctly. Once this explanation has been given then recording of respondents' answers is quite straightforward. When using this type of question it is, therefore, sensible to use interviewers who have experience in applying the particular type required.

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