Which of the Following Is FALSE

Which of the following is FALSE?

A) Marketers have often failed to engage in scale purification procedures when designing semantic differential scales.
B) Some semantic differential scale items should be reversed so that respondents can more easily complete the scales.
C) A snake diagram can readily communicate the perceived position of one or more objects based on semantic differential scale items.
D) As with a Likert scale, the semantic differential scale allows a respondent to express the intensity of his or her feeling toward an object.
E) Scale purification procedures for semantic differential scales are like those for summated rating scales.