attiutde measure
... Therefore the study of attitudes and being able to measure attitudes is the first step towards understanding human behaviour and helping to modify human behaviour in order to improve society. ... If they measure these attitudes they can change their political programme to suit the needs and attitudes of the public. The easiest way to measure attitudes is to ask for some sort of self-report from the people whose attitudes you are interested in. ... The non-direct techniques aim to measure a person’s attitude without the person holding the attitude being aware of the measurement of the procedure. The advantage of the non-direct measure is that it makes the person holding the attitude less susceptible to social desirability. ... The one-item rating scale is often used to measure attitudes, this is a simple method and an economic way of measuring an attitude in many representative studies such as a survey or an opinion poll. ... This is an easily developed and cost effective scale to measure attitude.