Beth Bobson Wants to Develop a Composite Measure of How

Multiple Choice

Beth Bobson wants to develop a composite measure of how employees feel about a new corporate name and logo. She uses a measure where employees note their feelings on a continuum between two extremes. The polar extremes are labeled and refer to general evaluative adjectives. Which of the following is she using?

A) Guttman scale
B) Bogardus Social Distance Scale
C) an index
D) semantic differential
E) Likert scale