Attitude measurement refers to the process of assessing individuals' feelings, beliefs, and evaluations about specific topics, objects, or people. This can be done through various methods, such as surveys, questionnaires, and interviews, which often include Likert scales to quantify responses. The goal is to understand how attitudes influence behavior and decision-making. Researchers use attitude measurement in fields like psychology, marketing, and social sciences to gather data on public opinion or consumer preferences. By analyzing this data, they can identify trends, predict behaviors, and develop strategies to address specific issues or improve products and services.