attitude measurement

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Any attempt to survey and measure people's attitudes in relation to a topic, whether by academic social scientists, market researchers, media industry researchers, or public opinion pollsters. Attitude surveys typically take the form of questionnaires asking people to agree or disagree with a series of statements and to express the strength of their opinion (see Likert scale), though Osgood's Semantic Differential scale is more open-ended. The drawbacks of attitude surveys include the issue that not everyone will have well-developed attitudes to the topic and that they have not been found to be reliable predictors of behaviour.

Subjects: Media Studies.

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