Many different types of attitude measurement techniques have been developed. Of these, the most effective and widely used are of the questionnaire variety, such as the Likert and Semantic Differential. Although successful, these methods have certain disadvantages, especially when applied to people who do not have an industrialized cultural background or people with a low level of education. The most serious of these disadvantages are susceptibility to response bias; transparency; and abstractness of item material. This article describes the development of a new method designed to be less susceptible to these drawbacks. The new method was applied in three multitrait — multimethod studies, the Likert and Semantic Differential being the other methods used. Confirmatory factor analysis was performed on the data. The findings guided the researcher in improving the new method to the point where it compared well with the Likert and Semantic Differential techniques.
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