Answer:
Scales measure specific constructs such as brand attitude by using items and structured response options like the Likert scale. This scale operationalizes brand attitude by quantifying the degree of agreement or feeling towards a statement and ensuring reliability and validity in the measurement.
Step-by-step explanation:
A scale in research is a set of items or questions designed to measure a specific construct, such as brand attitude. When referring to the items and response points of a scale, we're talking about the type of questions and the response options provided to the participant.
For example, a Likert scale includes items that assess opinions or attitudes and employs a range of responses from 'strongly disagree' to 'strongly agree' to quantify the degree of agreement or feeling towards a statement.
Brand attitude can be operationalized through various types of scales.
For instance, Option 1 describes using a Likert scale to measure product features and rates overall satisfaction, effectively quantifying the respondent's attitude towards the brand based on specific attributes.
This approach captures the intensity of a respondent's feelings about the brand and translates it into quantifiable data, facilitating analysis of brand attitudes.
It's vital to note that scales such as Likert scales help determine an individual's attitude by providing a consistent and structured format for responses, ensuring reliability and aiding in establishing validity of the construct being measured.
Such scales are widely used in marketing research and other social sciences due to their effectiveness in capturing subtle nuances of people's attitudes and perceptions.