The Likert scale is used to find out _______ of items selected
(A) The argumentative structure
(B) The meaning
(C) The objectives
(D) The discriminative power
Correct Ans: (D)
Explanation:
Researchers actively use the Likert scale to measure the discriminative power of selected items. This scale plays a crucial role in identifying differences in opinions, attitudes, and perceptions.
The Likert scale typically presents statements with multiple response options, ranging from “Strongly Agree” to “Strongly Disagree.” By analyzing these responses, researchers quickly determine how well an item distinguishes between different opinions. As a result, they gain valuable insights into public perception and behavioral trends.
This method proves highly effective in survey research, media analysis, and audience studies. For example, when researchers evaluate news credibility, they ask respondents to rate various statements. The Likert scale helps pinpoint which statements divide opinions and which ones generate strong agreement among respondents.
Unlike simple yes/no questions, the Likert scale provides detailed and nuanced data. It captures subtle variations in people’s perspectives. Furthermore, researchers use statistical tools to analyze responses and enhance the effectiveness of their surveys.
In mass communication, this scale helps assess audience engagement, advertisement effectiveness, and social influence. By measuring how different groups respond, researchers develop targeted communication strategies.
Therefore, the Likert scale remains an essential tool for identifying discriminative power in research.
