Maintain a neutral attitude. Ask follow-up questions if needed. Interview Advantages - opportunity to question thoroughly and get greater depth of response. It also enables you to gather feelings and emotions. Limitations - Time consuming.
Effectiveness depends upon the skill of the interviewer.
Attitudinal Measuring Techniques Likert Scale - five point forced choice. Thurstone - eleven point scale with answers projected and compared to those established by a panel of experts. Semantic Differential - word comparisons.