Correct Answer:
A. Semantic scale
The correct answer is Semantic scale, specifically the semantic differential scale. This psychological measurement technique uses a series of bipolar adjectives (e.g., good-bad, strong-weak, active-passive, pleasant-unpleasant) positioned at opposite ends of a continuum. Respondents are asked to rate a concept, object, or person by marking a point along the scale for each pair of adjectives. This method effectively measures the connotative meaning and emotional reactions associated with a concept, thereby providing a quantitative assessment of attitudes across various dimensions. It is powerful for capturing the nuances of how individuals perceive and feel about something.
- Option B, Thurstone scale, is incorrect. The Thurstone scale measures attitudes by presenting respondents with a series of statements, each assigned a numerical value (determined by judges) indicating its favorability towards an attitude object. Respondents check all statements they agree with, and their attitude score is the average or sum of the scale values of the checked items. It does not primarily use bipolar adjectives.
- Option C, Likert scale, is incorrect. The Likert scale is widely used for measuring attitudes but typically asks respondents to indicate their level of agreement or disagreement with a series of statements using a symmetric scale (e.g., Strongly Agree to Strongly Disagree). While quantitative, it does not employ bipolar adjective pairs in the same manner as a semantic differential scale.
- Option D, None of these, is incorrect because option A correctly identifies the scale that utilizes bipolar adjectives to quantify attitudes.