The whole gamut of marketing activities is directed towards creating a positive attitude of customers. This video explains some basic questions about Attitude measurement and Scaling Techniques. Let’s learn in Part I of the series, basics of Attitude, its measurement, and different scales that can be used for the purpose of Attitude measurement. This is a topic of Marketing Research M.Com. IV Sem CCS University. It is also taught in various universities in M.Com. and MBA programs as Business Research Methods or Research Methodology