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analysis of variance cards column demand characteristics direction Directionality ence evaluative and intensity evaluative method evaluative scoring method eye dominance factorial analysis grade Guilford handedness idea F idea interaction indicates influ instrument intensity method intensity scoring methods interaction means Likert interaction means Osgood Likert and Osgood Likert techniques mathematics Means for Likert means for origin Means for Osgood means Likert evaluative means Likert intensity means Osgood evaluative Means Osgood Intensity method of assigning Negative Idea observation operational definitions oriented bi-directional influence origin versus Orthogonal comparison Osgood and Likert Osgood technique Oxford English Dictionary presented response bias Response means response scale response set scale division labels scale endpoints shown in Figure significant specific structural element alternatives Structural Element Influences subjects Table techniques using evaluative think the boss type of influence uni-directional influence width of endpoints x idea F YZ Z'Z Z'Z YZ Z'Z Z'Z