We present a method for scale design that addresses some limitations associated with
Likert scaling and that partly restores item ranking in Thurstone scaling terms. We
used this incremental behavioural scaling method to develop a measure for everyday
extremism. We outline the procedures we adopted to scope items for measuring
sensitive and controversial issues such as extremist inclinations. We then outline two
ranking procedures that enabled us to select a robust 12-item set for measuring the
concept with rigor. The incremental behavioural scaling method we propose
incorporates the benefits of administration of Likert scaling whilst affording
Thurstone-style administration towards understanding how far respondents are willing
to go. This measurement option will interest researchers looking to study progressive
attitudinal sequences in real world contexts. We conclude by reviewing the utility of
the instrument in both quantitative and qualitative domains.