Identifying the Stapel Scale in Attitude Measurement

The question asks to identify an attitude measurement scale characterized by a single adjective placed in the center of an even number of numerical values. Let's analyze the options:

Understanding Attitude Measurement Scales

• Edward Scale: This is not a standard, widely recognized scale type for general attitude measurement in the context of common marketing or psychology research scales.
• Thurstone Scale: This scale involves creating statements about an attitude object, having judges rate the statements, and selecting items that are nearly equidistant on a scale. It doesn't primarily use a single adjective with an even numerical scale in the way described.
• Stapel Scale: This scale uses a single adjective (e.g., "Warm") and asks respondents to rate it on a numerical scale, typically from +3 to -3, resulting in an odd number of points, or sometimes adapted to have an even number of points centered around zero. Crucially, it focuses on a *single* adjective describing the attribute.
• Semantic Differential Scale: This scale typically uses pairs of bipolar adjectives (e.g., Good -- Bad, Strong -- Weak) at opposite ends of a numerical scale (often 1 to 7). It measures the connotative meaning of concepts but uses *bipolar adjectives*, not a single central adjective.

Reasoning for Stapel Scale

The defining characteristic mentioned – a single adjective in the center of an even number of numerical values – directly corresponds to the structure of a Stapel scale. Respondents rate how accurately or intensely a single adjective describes an object or concept using a numerical scale.

For example, a Stapel scale might look like this:

While the example above shows 7 points (odd), variations exist with even numbers, and the key is the single adjective focus.

Conclusion

Based on the definition, the Stapel scale is the correct answer as it uniquely employs a single adjective assessed against a numerical scale.