What is the purpose of Likert scales in measuring attitudes?

The purpose of Likert scales in measuring attitudes is to quantify the level of agreement or disagreement with a particular statement. Likert scales typically present respondents with a series of statements and a consistent scale of response options, usually ranging from "strongly agree" to "strongly disagree." This method allows researchers to capture nuances in attitudes, enabling them to gauge how strongly a person feels about a particular issue or topic.

By using such scales, researchers can analyze the distribution of attitudes across a given population, facilitating comparisons between different groups or conditions. This level of detail is essential when examining complex sentiments where simple yes/no or binary answers may not sufficiently capture the respondents' true feelings. The systematic approach of Likert scales provides valuable insights into the gradients of opinion, making it a popular tool in social sciences, including consumer behavior studies.