When using the semantic differential technique, researchers
a. watch for observable responses from subjects.
b. ask subjects to memorize facts for future recall.
c. utilize word-association and sentence completion tests.
d. generate a list of bipolar adjectives or phrases.
e. calculate a total score for each subject by averaging the scores across items.
Question 2
To assess attitudes toward seatbelt laws, researchers asked respondents to memorize facts pertaining to both sides of the issue, such as the number of fatal accidents where seatbelts were not used and the various injuries that can be caused by seatbelts worn in car wrecks. This technique of attitude scaling is called
a. observation of behavior.
b. self-report.
c. indirect technique.
d. physiological reaction.
e. performance of objective tasks.
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