Linearity,symmetry, and equidistance in semantic differential scales for measuring images of self and images of others

ABSTRACT

Violations of linearity, symmetry, and equidistance of scale points in semantic differential scales may be due to respondents failing to figure out antonyms, to a positivity bias, or to respondents curtailing their reading the options. Multiple correspondence analysis on data provided by a randomized between-subjects experiment (split-ballot), using a web survey of 537 German residents, shows that bipolar semantic differential scales allow for linear measurement and conceal no positivity bias, and that using not suitable adjective pairs in semantic differential scales destroys symmetry.     

Attitude strength moderates adverse effects to questionnaire design

ABSTRACT

The presentation and visual design of the “don’t know” category in rating scales on respondents’ behavior may have ambivalent effects. The hypothesis is that attitude strength toward the topic influences the respondents’ sensitivity to the graphical design of the scale. A paper-and-pencil questionnaire conducted among 307 German university students contained an experimental variation of the presentation of a “don’t know” category and its visual design. A multinomial logistic regression shows that presenting a “don’t know” category drives respondents toward extreme categories. The visual design of the “don’t know” category influences the distribution of responses, all the more that the respondents’ attitudes toward the item topic are weak.     

Paas,T., Tafenau E. (eds.): Modelling the Economies of the Baltic Sea Region

Review of Journals and Books

Paas, T., Tafenau E. (eds.): Modelling the Economies of the Baltic Sea Region