In his study, Geraldo uses the following measure:
When it comes to higher education, I feel:
Positive 1 2 3 4 5 6 7 Negative
Favorable 1 2 3 4 5 6 7 Unfavorable
The answers for each of these two items are added together to create a single score Geraldo calls "attitude towards higher education." What type of measure is Geraldo using in his study?
A)Likert
B)vocational test
C)semantic differential
D)staple

Question

Quizplus · Accepted Answer

Geraldo is using a semantic differential scale, which measures people's reactions to stimulus words and concepts in terms of ratings on bipolar scales defined with contrasting adjectives at each end (e.g., Positive/Negative, Favorable/Unfavorable).

In His Study, Geraldo Uses the Following Measure