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Measurement of Attitudes

Can the attitudes be measured is a question asked by many. Attitudes are subjective and subtle phenomenon. They are complex and variable modes of consciousness. They are expressions of the whole personality of the social being. The techniques that are applied seek to measure the degree of favor or disfavor with which the individual regards some object. Attitudes are expressions of complete human personality and being subjective elements need deeper analysis to be measured. Attitude scales are administered by questionnaires and consist of a combination of closed multiple response questions but also suffer from many disadvantages. They may force answers into an unnatural frame of reference. The three most familiar kinds of scales are those of Liker, Thurstone and Guttman.