Companies typically seek to measure potential customers’ attitudes. • Why is the measurement of attitudes important? • What are the four main types of measurement scales? What are the advantages and disadvantages of rating scales compared with ranking scales? • What are the advantages and disadvantages of Likert scales compared with differential scales? Justify your answers using examples and reasoning. Comment on the postings of at least two peers concerning whether you agree or disagree with their views. subject will help you to understand their behavior. In addition knowing the attitude will help you to get better and accurate results. Lastly, if you can narrow the attitude down this will give you more certain results. The four main types of measurement scales are: rating, ranking, sorting, and categorization. I think that rating scales have the advantage over ranking scales because they give the true feeling of that one item. They can rate it on a scale of one to ten.
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