This type of scale is designed to measure the meaning of concepts and words, by asking participants to rate them on a bipolar scale of opposing adjectives. For example, participants may rate a brand as "good" or "bad", "expensive" or "cheap".
This type of scale is designed to measure the meaning of concepts and words, by asking participants to rate them on a bipolar scale of opposing adjectives. For example, participants may rate a brand as "good" or "bad", "expensive" or "cheap".