How are semantic differential scales similar to Likert-type scales?

How are semantic differential scales similar to Likert-type scales?

• A. Both ask respondents to select a single preferred statement
• B. Both force respondents to make binary choices
• C. Both ask respondents to choose between opposing adjectives
• D. Both require numerical ratings

Answer: (C)

Semantic differential scales and Likert-type scales are both tools used for measuring attitudes, opinions, or perceptions, but they do so in slightly different ways. However, they share a crucial similarity in that both types of scales utilize opposing descriptors to capture respondents' feelings or attitudes toward a specific concept. Semantic differential scales present respondents with pairs of contrasting adjectives (e.g., "happy-sad", "high quality-low quality") to evaluate a certain item or statement. Respondents typically mark their position on a continuum between these two opposing adjectives, reflecting their perception of the item. Likert-type scales, on the other hand, typically use statements related to a particular topic and ask respondents to express their level of agreement or disagreement on a symmetric agree-disagree scale (often ranging from "strongly agree" to "strongly disagree"). While these do not involve direct opposing adjectives, the concept of measuring attitudes straddling a midpoint (where respondents provide a rating that can reflect an inclination towards one descriptor or another) effectively showcases the same underlying principle: capturing attitudes on a spectrum. This foundational similarity in measuring attitudes around opposing concepts is what makes the correct choice relevant. Each scale aims to quantify subjective responses, allowing for the analysis of a continuum of opinions on a given

Semantic differential scales and Likert-type scales are both tools used for measuring attitudes, opinions, or perceptions, but they do so in slightly different ways. However, they share a crucial similarity in that both types of scales utilize opposing descriptors to capture respondents' feelings or attitudes toward a specific concept.

Semantic differential scales present respondents with pairs of contrasting adjectives (e.g., "happy-sad", "high quality-low quality") to evaluate a certain item or statement. Respondents typically mark their position on a continuum between these two opposing adjectives, reflecting their perception of the item.

Likert-type scales, on the other hand, typically use statements related to a particular topic and ask respondents to express their level of agreement or disagreement on a symmetric agree-disagree scale (often ranging from "strongly agree" to "strongly disagree"). While these do not involve direct opposing adjectives, the concept of measuring attitudes straddling a midpoint (where respondents provide a rating that can reflect an inclination towards one descriptor or another) effectively showcases the same underlying principle: capturing attitudes on a spectrum.

This foundational similarity in measuring attitudes around opposing concepts is what makes the correct choice relevant. Each scale aims to quantify subjective responses, allowing for the analysis of a continuum of opinions on a given