The main objective of this research is to analyze the perceived attitude relationships that can be adequately represented and measured by multidimensional models. The particular attitude area selected for this purpose was composed of attitudes and opinions with the methods of quantitative description familiar in science. It is assumed that the researcher who has patiently followed thus far is probably motivated by an interest extending beyond the significance of the data actually presented. Such an interest of the researcher may be either theoretical or practical. It may lie in the direction of the technical problem of attitude measurement as such, or of a wider knowledge of the behavior of consumers. Two aspects have been covered in this study. The one deals with current methods in the quantitative study of attitudes and exhibits the relation of our own techniques to those employed by other investigators. The other will summarize the results of attitude studies and will compare the findings with those of the present investigation. A common feature of market research is the attempt to have respondents by communicating their feelings, attitudes, opinions, and evaluations in some measurable tables. To this end, market researchers have developed a range of scales. Each of these has unique properties. What is important for the market analyst is to realize that they have widely differing measurement properties. Some scales are at very best, limited in their mathematical properties to the extent that they can only establish an association between variables. Other scales have more extensive mathematical properties and some; hold out the possibility of establishing cause and effect relationships between variables. The objective of this research paper is to Understand the four levels of measurement that can be taken by researchersDistinguish between comparative and non-comparative measurement scales, andFormulate a basic tool-kit of scales that can be used for the purposes of market research