Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?
A) Itemized-ratings scale
B) Semantic-differential scale
C) Graphic-ratings scale
D) Summated-ratings (Likert) scale
E) Comparative-ratings scale

Question

Quizplus · Accepted Answer

The semantic-differential scale uses pairs of bipolar words or phrases and is particularly useful in corporate, brand, and product-image studies.

Which Attitude Rating Scale Uses Pairs of Bipolar Words or Phrases