A measure of attitudes that consists of a series of bipolar rating scales with opposite terms on either end is known as the semantic differential.

A measure of attitudes that consists of a series of bipolar rating scales with opposite terms on either end is known as the semantic differential.

• A. Likert-type scale
• B. Semantic differential
• C. Thurstone scale
• D. Projective tests

Answer: (B)

Semantic differential is a method for measuring attitudes by using a series of bipolar rating scales with opposite terms on each end. Respondents indicate where a target concept sits along each pair, typically on a 5- or 7-point scale. This setup taps the evaluative and connotative meaning attached to the concept, and when many items are combined, it can reveal underlying dimensions such as good–bad, strong–weak, and active–passive. It differs from a Likert-type scale, which asks people to agree or disagree with statements; from Thurstone scales, which involve expert-judged, equal-appearing intervals; and from projective tests, which use ambiguous stimuli to elicit interpretations.

Semantic differential is a method for measuring attitudes by using a series of bipolar rating scales with opposite terms on each end. Respondents indicate where a target concept sits along each pair, typically on a 5- or 7-point scale. This setup taps the evaluative and connotative meaning attached to the concept, and when many items are combined, it can reveal underlying dimensions such as good–bad, strong–weak, and active–passive. It differs from a Likert-type scale, which asks people to agree or disagree with statements; from Thurstone scales, which involve expert-judged, equal-appearing intervals; and from projective tests, which use ambiguous stimuli to elicit interpretations.