PSYB04H3 Chapter Notes - Chapter 6: Likert Scale, Ratemyprofessors.Com, Semantic Differential
Document Summary
Researchers use surveys and polls to ask people questions over the telephone, in door-to-door interviews, through the mail, or over the internet. Psychologists might conduct national polls as part of their research. For example, they might ask people to name the public figure they admire the most. The drawback is that the responses must be coded and categorized, a process that can often be difficult and time-consuming. In the interest of efficiency, therefore, researchers in psychology often restrict the answers people can give. In another question format, people are presented with a statement and are asked to use a rating scale to indicate their degree of agreement. I can do things as well as most other people. Instead of degree of agreement, respondents might be asked to rate a target object using a numeric scale that is anchored with adjectives; this is called a semantic differential format.
