In a semantic differential, a determination of which of the three dimensions a given pair of adjectives measures can best be made by:
A)intuition.
B)a statistical procedure called factor analysis.
C)calculating a discriminatory power score for each adjective pair.
D)calculating a Q score for each adjective pair.

Question

Quizplus · Accepted Answer

Factor analysis is a statistical method used to identify underlying variables, or factors, that explain the pattern of correlations within a set of observed variables. In the context of a semantic differential, where respondents rate concepts on a series of bipolar adjective scales, factor analysis can help determine the dimensions (such as evaluation, potency, and activity) that these adjective pairs measure. This makes it a suitable method for analyzing the data obtained from semantic differentials.

In a Semantic Differential, a Determination of Which of the Three