Why Semantic Differentials in Web-Based Research Should be Made From Visual Analogue Scales and Not From 5-Point Scales


In a Web experiment, participants were randomly assigned to 2 semantic differentials either made from discrete 5-point ordinal rating scales or from continuous visual analogue scales (VASs) with 250 gradations. Respondents adjusted their ratings with VASs more often to maximize the precision of answers, which had a beneficial effect on data quality. No side… (More)


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