Whereas indexes are usually created by aggregating scores assigned to individual indicators of a variable, scales are more advanced, and their calculations may be more complex, using for example scaling procedures such as semantic differential.
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Unlike traditional question formats, especially the semantic differential format where the respondent must choose a point on a one-dimensional scale anchored by two semantically opposite terms, the diamond of opposites allows the respondent to express attraction and repulsion independently.
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Listener-subjects were to categorize each of the recorded speeches using four semantic differential pairs ( straight / gay, effeminate / masculine, reserved / emotional, and ordinary / affected ) that corresponded to commonly held stereotypes of gay men in the United States.
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A study by Wirtz & Lee ( 2003 ), found that a six-item 7-point semantic differential scale ( for example, Oliver and Swan 1983 ), which is a six-item 7-point bipolar scale, consistently performed best across both hedonic and utilitarian services.
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Depending on the approach, a number of different methods are used in experimental aesthetics, such as pairwise comparisons, rank order methods, Likert scales and semantic differentials, production methods, statistical comparisons of groups, reaction time measurements, and also more complex methods such as eye tracking, electroencephalography, and functional magnetic resonance imaging.
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The " character " of an artifact the set of adjectives deemed appropriate to it can be assessed by means of semantic differential scales seven point scales between polar opposite attributes such as elegant graceless; by categorizing free associations elicited from users, whether as first impressions or after extended use; by examining the content of stories people tell about the artifacts for implied judgments; or by pair comparisons of similar artifacts.
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