Semantic differential scale
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
Links
Bibliography
- Osgood, C.E.; G. Suci and P. Tannenbaum (1957). The Measurement of Meaning
- 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.