semantic differential

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semantic differential

a device, designed by Osgood et al. (1957), to assess a person's phenomenological experience (see PHENOMENOLOGICAL PSYCHOLOGY). It is a way of standardizing and quantifying a person's assessments of objects/people/ experiences according to several bipolar, seven-point scales. Thus, for example, the subject may be required to assess his or her mother according to the scale good -bad, choosing one of seven points on the continuum. This might be repeated for the scales warm – cold, happy – sad, or any other pairs of adjectives the investigator thinks is appropriate to gaining more understanding of the person's perception of the mother. At least 15 scales are normally required to provide an informative profile. Three main factors are involved, according to Osgood: Evaluative, Potency and Activity. The scores can be used to compare one subject's varying responses to different stimuli concepts, or responses from a group of individuals may be compared. Responses to a wide range of concepts and in varied settings, from therapeutic to consumer choice, can be assessed by this technique.
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Respondents were provided a semantic differential scale with seven bipolar evaluative adjective word pairs with a 12-point scale between the words.
us, we, our) were rated on semantic differential scales as more pleasant than the nonsense syllables paired with out-group designators (e.
The semantic differential scales consisted of 37 data points to measure attitudes and possibly captured "finer grained" results compared to the five course evaluation items rated on a five-point Likert scale.
They were asked to describe themselves within the confines of the institution by selecting from a semantic differential scale consisting of 11 descriptive and contrasting adjectives.
Subject's perceptions of the attributes of e-mail were measured by 220 business employees using a 17-item, seven-point, semantic differential scale adopted from Ruchinskas (1982) and Svenning (1982).
Fatigue was measured by the Fatigue Experience Scale (FES) (teddy, 1995c), a new, 15 item, 7-point semantic differential scale that measures expressions, extent, and evaluation of fatigue.
Mean score values were computed for evaluation (E), potency (P), and Activity (A) factors of the semantic differential scale toward each of the eight concepts.
An alternative form of semantic differential scale is the graphic positioning scale|36~.
A semantic differential scale (Figure 1) was designed using 16 personal characteristics suggested in the literature as related to interpretations of health behaviors [5] and attributes derived from the psychosocial scales used by Dengerink and Porter [12] and Barton et al.
The level of self-esteem of the children was assessed by the Piers-Harris Short Form and Semantic Differential Scale.
The semantic differential scale developed by Osgood, Tannenbaum, and Suci (1957) provides an opportunity to measure different attitudes by using only one scale, making it appropriate for examining social attitudes.
When a semantic differential scale is used to measure image, its usual or standard format consists of a set of 7-category (the number of categories is variable) bipolar adjectives or phrases to which a respondent indicates for each bipolar item the extent to which one or the other descriptors describes the object being studied.

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