When should a researcher consider using the semantic differential scale?
A) When there is only one indicator in a measure
B) In a survey when everyone gives identical answers to a question
C) When the researcher wants to capture the connotations associated with whatever is being evaluated in an indirect way
D) In a study when the data or results have absolutely no pattern
E) When the researcher plans to add together all responses to a questionnaire into a single number

Question

Quizplus · Accepted Answer

The semantic differential scale is best used when the researcher wants to capture the connotations associated with whatever is being evaluated in an indirect way. This is because the scale measures the meaning of something through polar opposite adjectives, rather than directly asking respondents to evaluate the thing being studied.

When Should a Researcher Consider Using the Semantic Differential Scale