Semantic differential scales are constructed using what type of descriptors?

Semantic differential scales are constructed using bipolar adjectives. This measurement tool consists of pairs of opposing adjectives or phrases at each end of a scale, allowing respondents to express their attitudes or perceptions about a particular subject on a continuum. For instance, a scale might range from "happy" to "sad," which enables the collection of nuanced data about people's feelings on that subject rather than simply categorizing them as one or the other.

Using bipolar adjectives allows for a more precise measurement of attitudes because respondents can indicate where they fall between the two extremes. This rich data can reveal subtle differences in consumer preferences, making it particularly useful in areas such as market research and consumer behavior studies in entertainment.

The other options do not adequately describe the nature of semantic differential scales. For example, comparative adjectives might refer only to comparisons without the necessary bipolar structure, while statistical measures focus on data analysis rather than the qualitative aspect of the adjectives. Qualitative terms, meanwhile, are more descriptive and do not inherently imply a scale or a continuum like bipolar adjectives do. Thus, bipolar adjectives are essential for the proper construction and function of semantic differential scales.