Question 14:It is widely accepted that in order to measure things such as attitudes, opinions, and intentions, it is wise to use "multi-item" measures. Using an example of your own, and not drawn from this exam paper, do the following:

1. Explain exactly what multi-item measures are, and why they areused
2. Provide an example of a multi-item measure, and using that example, explain the key features ofthatmeasure.(Inyouransweryoushouldrefertoissuessuchasreliabilityandfacevalidity).
3. Explain the shortcomings of single item measures to capture people's attitudes, and the possible results of using such measures for keyvariables