In a well-designed semantic differential scale, the individual scales should be truly bipolar.

Question

Quizplus · Accepted Answer

A semantic differential scale is designed to measure the connotative meanings of concepts or objects by asking people to rate them on a series of bipolar adjective pairs, such as hot-cold, pleasant-unpleasant, or easy-difficult. The key feature of a semantic differential scale is that each pair of adjectives should be polar opposites with equal distance between them, so that respondents can clearly differentiate between the two extremes. This is why the scales should truly be bipolar, with no ambiguity or overlap between the two ends.

In a Well-Designed Semantic Differential Scale, the Individual Scales Should