Compare and contrast the use of rating scales and semantic differential items.
What will be an ideal response?
Ans: Rating scales are response items that ask participants to indicate a place on a continuum of response choices that indicates participants’ judgments. Rating scales are anchored, meaning that a written descriptor is given at least for the two endpoints of the continuum of responding, if not for every point on the rating scale. Multiple points (4–11) are given and participants indicate their response along this continuum.
In Semantic differential items, participant rate a series of objects or concepts. In semantic differential items, the two ends of the continuum are also anchored but they are anchored by words that are opposites. Participants indicate where on the continuum, between the two opposites, their response lies. Profiles can be constructed from semantic differential items.
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