"A Technique for the Measurement of Attitudes"

"A Technique for the Measurement of Attitudes," developed by psychologist Rensis Likert in the 1930s, introduces a systematic way to assess people's feelings and beliefs about various topics. It uses a scale—typically ranging from "strongly agree" to "strongly disagree"—to gauge responses to statements. This method allows researchers to quantify attitudes and compare them across different groups or over time. By analyzing the responses, researchers can identify patterns and trends in public opinion, making it a valuable tool in social science research, marketing, and psychology.