When Researchers Use a Likert Scale to Assess Individuals' Attitudes

question 56

Multiple Choice

When researchers use a Likert scale to assess individuals' attitudes, they

• A) ask participants to use numbers to indicate the extent to which they agree with a particular statement.
• B) record participants' response latency to a question about their attitude.
• C) code the content of participants' spontaneous speech.
• D) obtain participants' descriptions of how they would behave in a particular situation.

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Definitions:

Color Names

Labels given to specific wavelengths of visible light perceived by the eyes, aiding in their identification and classification.

Brightness

A subjective attribute of visual perception in which a source appears to emit or reflect a high level of light.

Saturation

In color theory, saturation denotes the intensity of color in an image or visual object; in marketing, it refers to the level of market penetration of a product, service, or message.

Trichromatic Theory

A theory of color vision that suggests our ability to perceive color is based on the response rates of three types of cones in the eye, each sensitive to different light wavelengths.