Attitude scales

An attitude is a learned tendency to evaluate an object, person or idea favourably or unfavourably, and attitude scales turn that evaluation into a measurable score. For example, asking someone to place honesty on a scale from good to bad, or to agree or disagree with a set of statements about online learning, gives a number that can be compared across people. This chapter covers the semantic differential, the Stapel scale and the Likert scale, and the traps in building them.