SD法調査における項目提示の無作為化による回答への影響

抄録

In this paper, we compare two types of semantic differential data (SD data), same layout data (SLD) and different layout data (DLD). SLD were obtained by using same layout of paired adjectives for all objects to be evaluated and DLD were obtained by using different layout of paired adjectives for each every object. According to analysis of these data, response times were longer in DLD , the ratio of responses to third category in 5-points response scale were higher in DLD and also differences among correlation coefficients between adjectives are smaller in DLD. These outcomes suggest that different layout of paired adjectives prevent respondents to construct cognitive space to evaluate objects.