When I, Sverker Sikström, took my first psychology class and got an assignment in which I and my classmates were asked to collect data, the professor told us not to ask participants for responses using their words. Use rating scales instead, he said, then you can input the data in your statistical program and do science. So I did, and so did my classmates. However, already at this point in time I reflected that there was something odd with this statement. Why should we not listen to and try to understand the meaning...