Semantic differential bipolar scale – UGC NET Question

The semantic differential scale measures attitudes by presenting bipolar adjective pairs anchored at the ends of a continuum, and respondents mark their position between them. It captures the connotative meaning of concepts along dimensions like evaluation, potency and activity. This technique yields interval-like data and allows researchers to profile the image of an object or idea. Therefore, a scale using opposite adjectives is correctly called the semantic differential scale.

Option A:
Likert scales ask respondents to indicate degrees of agreement or disagreement with statements and typically use ordered categories like strongly agree to strongly disagree, not bipolar adjective pairs. Thus, they do not match the stem.

Option B:
Thurstone scales use statements previously judged for favourableness and assign scale values; respondents indicate agreement, and their attitude score is computed from these values. They are not based on simple adjective pairs along a line.

Option C:
The semantic differential approach provides visual continua between adjectives, allowing nuanced responses and analysis of multiple dimensions of meaning. Because the stem highlights pairs like “good–bad” and “strong–weak”, this option fits precisely and is correct.

Option D:
Rating-by-ranking is not a standard name for any classical scaling method and does not describe the specific bipolar adjective format of the semantic differential.