When using the semantic-differential technique,researchers
A)watch for observable responses from subjects.
B)ask subjects to memorize facts for future recall.
C)utilize word-association and sentence completion tests.
D)generate a list of bipolar adjectives or phrases.
E)calculate a total score for each subject by averaging the scores across items.

Question

Quizplus · Accepted Answer

The semantic-differential technique involves generating a list of bipolar adjectives or phrases, such as "good-bad" or "strong-weak," and having participants rate an object or concept on each of these dimensions. The ratings can then be plotted on a graph to provide a visual representation of how the object or concept is perceived. The other choices (A, B, C, and E) are not relevant to the semantic-differential technique.

When Using the Semantic-Differential Technique,researchers