A Market Researcher Asked Adam to Place an "X" on One

Multiple Choice

A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____.

A) semantic differentials
B) Likert items
C) a 100-point constant-sum scale
D) nominal variables
E) open-ended questions