Chapter 2 · Survey: Measurement and Scaling · Slide 52/274

Semantic Differential

A bipolar rating scale whose extremes are described by opposing adjectives. It allows the measurement of multidimensional attitudes and their profile…

2.3 · Non-Comparative Scales Itemized Rating Scales

Semantic Differential

A bipolar rating scale whose extremes are described by opposing adjectives. It allows the measurement of multidimensional attitudes and their profile representation.

How do you rate the appearance of “Kaufhof”? Please mark to what extent you lean more toward one pole or the other.

Kaufhof is …

Strong

Weak

Unreliable

Reliable

Modern

Old-fashioned

Cold

Warm

Careful

Careless

Note: The negative adjectives sometimes appear on the left, sometimes on the right. This makes it possible to check afterwards whether respondents thoughtlessly always marked the same side without reading the adjectives.

QUESTIONSTAR · Dr. Paul Marx 52 / 274

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