Rating scales:

The simplest way to measure the strength of individuals' attitudes towards a particular topic is to ask them to rate their response to a particular question. For example, you could ask "How do you rate the accountants in your organisation?" and ask respondents to indicate on a scale, the point corresponding to their own opinion, as shown below.

Alternatively, respondents can be asked to choose from a number of statements about a topic, the one which comes closest to their own attitude, for example:

Another approach is to present the range of attitudes graphically, by using a straight line or a "thermometer" scale with interval differences marked on it. The respondent is then asked to indicate where his/her own attitude lies on the scale. The Gallup polling organisation uses a "scalometer", originally designed by the Netherlands Institute of Public Opinion, which shows the respondent a diagram of eleven spaces, placed one above the other; the respondent is then asked to indicate their attitude by pointing to the space he/she considers most appropriate.