Concept information
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communication studies
science and technology communication
audiences, opinions, and effects
surveys
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evaluation, testing, and research methods
qualitative research
qualitative data collection
surveys
...
evaluation, testing, and research methods
qualitative research
qualitative data collection
surveys
...
theories, models, and philosophical perspectives
qualitative research
qualitative data collection
surveys
Preferred term
likert scales
Definition
- Likert scale is a technique to measure complex concepts, such as attitudes, styles of media use, or satisfaction for aspects of life, and have become increasingly common for survey research into consumer behavior. Due to simplicity, it is the most well-known and used practice of unidimensional scaling. [Source: Encyclopedia of Consumer Culture; Likert Scales]
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/likert_scales
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