Question

Perry is using a semantic differential scale as part of a survey he is creating. That means that respondents will be working mainly with _____. Responses series of numbers series of numbers opposite adjectives opposite adjectives a range of numbers a range of numbers a ranking system

Answer 1

Respondents using a semantic differential scale, which Perry is incorporating into his survey, mainly work with opposite adjectives to express their attitudes or opinions on a continuum.

Step-by-step explanation:

Perry's use of a semantic differential scale in his survey design reflects a strategic choice to gather nuanced and polarized insights from respondents. Semantic differential scales are a type of measurement scale that employs pairs of opposite adjectives at each end of a continuum. Respondents then place their opinions or feelings about a subject along this scale, allowing for a more detailed understanding of their attitudes.

In a semantic differential scale, the range of adjectives serves as a spectrum for respondents to express their sentiments. For example, Perry's scale might span from 'poor' to 'excellent' or 'strongly disagree' to 'strongly agree.' Unlike Likert scales, which often include a neutral midpoint, semantic differentials present respondents with a balanced array of options. This balanced approach captures not only the direction of the respondent's opinion but also the intensity of that sentiment.