Which attitude research method involves repeated judgments of a concept against a series of descriptive bipolar adjectives on a 7-point scale?
A) semantic differential
B) multidimensional scaling
C) aggregate scaling
D) word association

Question

Quizplus · Accepted Answer

The semantic differential method involves repeated judgments of a concept against a series of bipolar adjectives on a 7-point scale, making it the best choice for this question. Multidimensional scaling involves mapping the perceptions of consumers towards a product or brand, while aggregate scaling involves combining individual ratings to create an overall score. Word association involves free association of words related to a particular concept. None of these methods specifically involve repeated judgments of a concept against descriptive bipolar adjectives on a 7-point scale.

Which Attitude Research Method Involves Repeated Judgments of a Concept