Sears is: Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable
The above scale is an example of a ________ scale.
A) continuous rating
B) Stapel
C) Likert
D) semantic differential

Question

Quizplus · Accepted Answer

The scale presented is an example of a semantic differential scale, which gauges the respondent's attitude towards an object by evaluating bipolar adjectives. In this scale, the respondent rates Sears as powerful and unreliable (the X's indicate negative ratings), and weak and reliable (no X's indicate positive ratings).

Sears Is: Powerful -:-:-:-:-X-:-:-: Weak