Linearity, symmetry, and equidistance in semantic differential scales for measuring images of self and images of others. Issue 2 (3rd April 2018)

• Record Type: Journal Article
• Authors: Eifler, Stefanie; Menold, Natalja
• Is Part Of: Mathematical population studies. Volume 25:Issue 2(2018)
• Page Start: 82
• Page End: 98
• Publication Date: 2018-04-03
• Subjects: Semantic differential scales -- bipolar rating scales -- linearity -- equidistance -- symmetry -- multiple correspondence analysis -- positivity bias; Demography -- Mathematical models -- Periodicals; Demography -- Mathematics -- Periodicals; 304.60724
• DOI: 10.1080/08898480.2018.1439242
• Languages: English
• ISSNs: 0889-8480

Abstract

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.