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 rating scales to quantify attitudes. Researchers use attitude measurement to understand public opinion, consumer preferences, and social behaviors. By analyzing the collected data, they can identify trends and patterns that help inform decisions in fields like marketing, psychology, and sociology. Common tools for attitude measurement include the Likert scale and semantic differential scale.