The semantic differential rating technique consists of
A) a 7-point numerical scale with numbers keyed to descriptors.
B) bipolar adjectives and a 7-point rating scale.
C) an alphabetical 7-point rating scale with letters keyed to descriptors.
D) a forced-choice format.

Question

Quizplus · Accepted Answer

The semantic differential rating technique uses bipolar adjectives (e.g. good-bad, happy-sad) and a 7-point rating scale to measure the meaning of a concept or object. Participants rate the concept or object on where they fall along the scale between the two adjectives. This technique is commonly used in research to measure attitudes, perceptions, and evaluations of a wide range of subjects ranging from products to political candidates. Option A is incorrect as it only involves numerical scaling without adjectives. Option C is incorrect as an alphabetical scale is not commonly used in the semantic differential rating technique. Option D is incorrect as the semantic differential technique is not a forced-choice format.

The Semantic Differential Rating Technique Consists of