Marketing research uses various tools to collect the necessary information from consumers, focus groups etc. Some of these tools are Likert, semantic differential and Stapel scales. I will describe each method, starting first with the Likert scale. The Likert scale of the three has been around the longest since 1932, the primary function was to develop a system of measuring attitudes based on the responses received from a series of questions, statements on a specific topic. These questions and statements were adapted to measure the cognitive and affective components of behavioral attitudes. The best example of this would be questions we might encounter where your answer choices were: Strongly agree/agree/don't know/disagree/strongly disagree. Each question or statement would have a value and that value would be used to measure the feedback collected. Usually these types of assessments would be anonymous to protect the participant, which helps collect truthful data. However it is not a guarantee that people are sincere with their answers which can provide imp...