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What is Understanding Semantic Differential Scales about?
The semantic differential scale is a flexible approach to measuring attitudes using rating scales anchored by bipolar adjectives. It typically uses a 7-point rating scale to rate concepts along attributes. The scale is constructed by identifying attributes to describe the object of interest and expressing them as positive-negative adjective pairs. Respondents rate the concept along each attribute. Scores can then be analyzed to assess attitudes. The scale can be used to compare attitudes toward different ob
- Author
- Kirankumar Sutar
- Language
- EN