Abstract
Two semantic differentials were administered to 200 college students and analyzed by two scoring methods, regular and double standardized. Factor analyses of these two scoring methods revealed different factor structures in both number of factors and patterns of loadings. Individual profiles were constructed on the 12 bipolar adjectives from both the regular and double standardized scoring and from factor scores based on these two scoring methods. Groups were formed from these profiles by Wards Hierarchical Grouping Technique. Comparisons of the group memberships also demonstrated that the different scoring methods reveal different patterns. The major difference between the two methods appeared to be due to interindividual variability being associated with regular scoring while double standardized scoring reveals intraindividual differences.
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