Each “item” is normally framed as a statement or a question.įor example, Lovibond and Lovibond (1995) developed a scale with 7 “ items“, to measure “ anxiety“. The measurement of each concept is made by the evaluation of multiple “ items” (normally at least 3 items). These include concepts such as: satisfaction, attitude, purchase intention, risk, quality and many more. Scales to Measure Theoretical ConstructsĪs described before here on the site, the Marketing Scales Handbook for example, contains a compilation of scales that measure theoretical constructs (or concepts). In order to understand Likert scales, it is important to differentiate two types of scales: 1. They have been named after it creator, being coined as: Likert Scales. However, Rensis is most renowned for creating psychometric ( the study of psychological measurements) scale, useful for allowing us to express ourselves in an objective manner. He worked at the Department of of Agriculture, Office of War Information and event at the United States Strategic Bombing Survey Morale Division. During his lifetime, Rensis Likert had some pretty interesting accomplishments. Rensis Likert was an American social psychologist (PhD in Psychology from Columbia Univeristy). Regardless if in psychology, marketing or simply life in general, it is difficult for us to express with precision how we think about abstract concepts, ideas, feelings, emotions, intentions and so much more. How satisfied are you with the latest album of your favorite band? What is your general attitude toward your current government? How frequently do you have negative thoughts? How happy are you with the life you have?
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