"The difficulty of measuring attitudes, character, and personality traits lies in the procedure for transferring these qualities into a quantitative measure for data analysis purposes."

"The recent popularity of qualitative research techniques has relieved some of the burden associated with the dilemma; however, many social scientists still rely on quantitative measures of attitudes, character and personality traits."

How do I know the effective kinds research techniques(qualitative or quantitative) to analyze likert item questions?

Any Help is Appreciated

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