If bipolar attitudes are used in a scale, it is known as
- Guttman scaling
- Thurstone measuring method
- Semantic differential
- Likert
Correct Ans: (C)
Explanation:
The semantic differential is a type of scale that measures bipolar attitudes. It was developed to understand how people feel about a subject by rating it between two opposite adjectives. These could be pairs like happy–sad, strong–weak, or fast–slow.
Researchers use this method to measure the emotional tone or attitude someone holds toward a concept, object, or person. The scale typically uses a 7-point or 5-point format. The participant marks a point between two extremes to show their opinion.
This method works well because it captures subtle feelings. Unlike yes-or-no questions, semantic differential allows a range of opinions. It reveals how strong or weak the feeling is—not just what side the person chooses.
Moreover, it helps in comparing different subjects. For example, you can use the same scale to measure feelings toward two different brands, campaigns, or media platforms. This makes it a powerful tool in advertising, public relations, and audience analysis.
Another benefit is its simplicity. People understand the format easily. Also, the visual layout—often a straight line between two words—makes it quick to complete.
In addition, the scale supports data analysis. Researchers can turn responses into numbers and study patterns. This helps them make informed decisions based on audience attitudes.
In short, semantic differential offers a clear, flexible, and effective way to measure bipolar attitudes in communication studies.
