Is A Central Tendency Error Inherent In The Use Of Semantic Differential Scales In Different Cultures
Julie H. Yu The Chinese University of Hong KongGerald Albaum University of New Mexico andMichael Swenson Brigham Young University
Introduction
Marketing and crosscultural researchers use a number of different types of rating scales or scale formats in measuring attitudes or components of attitudes. Included in this 'arsenal' of approaches are the semantic differential, Stapel scale, Likert scale, Thurstone differential scale, and direct rating scales. One of the more widely used formats is the semantic differential, particularly...