Chapter 6 Study Tool: Types of Scales

What type of scale is displayed below? What are the logical steps one would take to go about creating this type of scale?

Please rate this new song based on the following dimensions:

completely unejoyable 1 2 3 4 5 6 7 completely enjoyable

‐or‐

completely unejoyable 3 2 1 0 1 2 3 completely enjoyable


















Answer: (1) Semantic Differential Scale. This type of scale asks respondents to choose between two opposite positions by using qualifiers to bridge the distance between the two opposites.
(2)
1. Determine what you are trying to evaluate.
2. Determine the dimensions along which subjects should judge each selection and find two opposite terms representing the polar extremes of each dimension (e.g. "incredibly unattractive" and "incredibly attractive")
3. Prepare a rating sheet/score system for which each subject would complete.
4. Vary placement of terms that are likely to be related to one another if using rating sheet that doesn't involve numbers.