Semantic differential scale: Difference between revisions
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== Bibliography == | == Bibliography == | ||
* Osgood, | * Heise, David R. (2010). Surveying Cultures: Discovering Shared Conceptions and Sentiments. Hoboken NJ: Wiley. ISBN 9780470479070 | ||
* Heise, David R. )2001). [http://www.sociology.org/content/vol005.003/mag.html Project Magellan: Collecting cross-cultural affective meanings via the internet.], Electronic Journal of Sociology. | |||
* Himmelfarb, S. (1993). The measurement of attitudes. In A.H. Eagly & S. Chaiken (Eds.), Psychology of Attitudes, 23-88. Thomson/Wadsworth. | |||
* Osgood, Charles .E.; G. Suci and P. Tannenbaum (1957). The Measurement of Meaning, Urbana, IL: University of Illinois Press. | |||
* Verhagen, Tibert & Meents, Selmar, 2007. "A Framework for Developing Semantic Differentials in IS research: Assessing the Meaning of Electronic Marketplace Quality (EMQ)," Serie Research Memoranda 0016, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics. [ftp://zappa.ubvu.vu.nl/20070016.pdf PDF Reprint]. (Good paper and good intro for people with a social science background) | * Verhagen, Tibert & Meents, Selmar, 2007. "A Framework for Developing Semantic Differentials in IS research: Assessing the Meaning of Electronic Marketplace Quality (EMQ)," Serie Research Memoranda 0016, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics. [ftp://zappa.ubvu.vu.nl/20070016.pdf PDF Reprint]. (Good paper and good intro for people with a social science background) | ||
Revision as of 16:00, 10 April 2011
Introduction
A semantic differential scale is a list of opposite adjectives. It is a method invented by C.E. Osgood (1957) in order to measure the connotative meaning of cultural object.s
Semantic differential scales are used in a variety of social science research but it also is used in marketing and practical, user experience research and therapy.
See also: Repertory grid analysis.
Using semantic differentials for looking at web site designs
Analysis
The average score for each word defines a sort of "correlation" between the word and the object being tested.
In simple market analysis, the average score for the whole scale defines the overall quality of the object being tested. Of course, that only works if the scale's items represent negative/positive). In this sense it is used like a Likert scale.
In Osgood's original research, factor analysis showed the emergence of three underlying components that have been named: evaluation, potency and activity.
Examples
Electronic Marketing Quality (EMQ)
(Verhagen and Meents :22) identify the following dimensions:
- Layout
- Ease of Use
- Contacting the intermediary
- Institutional control
- Community
- Contacting sellers
- Seller information
- Product information
- Pricing mechanisms
- Assortment
- Settlement
- Meeting sellers
Links
- Semantic differential (Wikipedia)
Bibliography
- Heise, David R. (2010). Surveying Cultures: Discovering Shared Conceptions and Sentiments. Hoboken NJ: Wiley. ISBN 9780470479070
- Heise, David R. )2001). Project Magellan: Collecting cross-cultural affective meanings via the internet., Electronic Journal of Sociology.
- Himmelfarb, S. (1993). The measurement of attitudes. In A.H. Eagly & S. Chaiken (Eds.), Psychology of Attitudes, 23-88. Thomson/Wadsworth.
- Osgood, Charles .E.; G. Suci and P. Tannenbaum (1957). The Measurement of Meaning, Urbana, IL: University of Illinois Press.
- Verhagen, Tibert & Meents, Selmar, 2007. "A Framework for Developing Semantic Differentials in IS research: Assessing the Meaning of Electronic Marketplace Quality (EMQ)," Serie Research Memoranda 0016, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics. PDF Reprint. (Good paper and good intro for people with a social science background)
- Zhikun Ding & Fungfai Ng, (2008). "A new way of developing semantic differential scales with personal construct theory," Construction Management & Economics, Taylor and Francis Journals, vol. 26(11), pages 1213-1226.