A common method of measuring attitudes is by
using
(a) in-depth interviews,
(b) observing people's behaviour.
(c) semantic differential scales.
(d) a lie detector.
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(d) a lie detector
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(c) semantic differential scales
- A semantic differential scale is a survey for canvass rating scale that asks people to rate things according to their point of view, for example HAPPY-SAD, RIGHT-WRONG, etc.
- The Semantic Differential (SD) scale is used to measure, attitude towards the given object, event or concept.
- SD scales works differently for different people. For example, the Heart can be related to Organ for some people while it is related to Love or Pain for others.
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