Quality has clear meanings when associated with specific phenomena. The relative nature of quality in commercial contexts, specifically in relation to manufactured goods, has been studied. In service industries there is no satisfactory indicator of quality. The Likert-scale questionnaire does not allow the researcher to distinguish between…

Rhetoric, or persuasion, was recognised in classical times both as central to education and as dangerous when misused. Since the time of Kant, a feature of western thinking has been the creation of a special language to accompany a special idea. Making language prior to or separate from its referents is of its nature an authoritarian activity. The…