What Dual scaling is
Dual scaling is a method of data analysis used to quantify the construction of semantic differentials. It is a type of factor analysis that assigns numerical values to the responses of survey participants who are asked to rate a series of items on a bipolar scale. The technique is based on the notion that respondents are influenced by the positive and negative ends of the scales.
The steps for dual scaling are as follows:
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Define the semantic differential: The researcher needs to define the semantic differential, which includes the bipolar scales and the items to be rated. The researcher may choose to include either a five-point or seven-point scale, depending on the desired level of detail in the results.
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Administer the survey: The survey should be administered to a representative sample of the population, in order to obtain meaningful results.
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Collect and analyze the data: Once the survey has been administered and the responses collected, the data should be analyzed using a dual scaling technique. This technique involves first computing the average responses for each item on the scale and then assigning a numerical value to each response.
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Interpret the results: Once the numerical values have been assigned, the researcher can interpret the results. The results can be used to understand the relationship between the items on the scale and how the respondents view them. The results can also be used to identify patterns in the data and draw conclusions.
Examples
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Dual scaling can be used to examine the degree of agreement between two sets of ratings on the same objects. For example, a researcher could use dual scaling to measure the degree of agreement between two sets of ratings about the quality of different brands of chocolate.
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Dual scaling can also be used to compare the relative importance of different factors in a decision-making process. For example, a researcher could use dual scaling to compare the relative importance of price, taste, and convenience when making a decision to purchase a certain brand of chocolate.