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Marshfield Clinic Research Foundation

news

Five, seven-point Likert-type items are used to measure a person’s attitude regarding the bias and believability of a particular news story to which he/she has been exposed.

A person’s intentions to not only complain directly to the company but also to news media and multiple levels of government is measured with five, seven-point Likert-type items.

Respondents are asked to use a five-point scale to rate how important each of nine sources is in learning about a specified topic. The nine information sources mainly involve the traditional mass media.

Likert-type statements are used to measure the degree to which a person believes that an advertisement contains information that is useful in some way.

The scale is composed of thirteen, five-point items measuring the frequency with which a person reports watching specific types of programs on television.

The scale is composed of four, five-point items that measure the frequency with which a person watches television in order to hear the local, national, and international news.

The frequency with which a person uses the web in order to keep up with local, national, and international news is measured using three, five-point items.

The likelihood that a person will use the web in the future to access a wide range of information and light entertainment-type services such as news, sports, movie reviews, and weather is measured using eight, five-point items.