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An Assignment ON Differential Scale: Submitted To:-. Submitted By:-Jr. Lecturer

This document discusses the semantic differential scale, a technique developed by Osgood, Suci, and Tannenbaum to measure psychological meanings. [1] The scale is based on rating concepts on bipolar adjective scales, usually 7 points, to locate them in multidimensional semantic space. [2] For example, a leadership candidate may be rated on scales like "successful-unsuccessful" to analyze perceptions. [3] The scale aims to measure evaluation, potency, and activity dimensions which contribute most to meaningful judgments.

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490 views3 pages

An Assignment ON Differential Scale: Submitted To:-. Submitted By:-Jr. Lecturer

This document discusses the semantic differential scale, a technique developed by Osgood, Suci, and Tannenbaum to measure psychological meanings. [1] The scale is based on rating concepts on bipolar adjective scales, usually 7 points, to locate them in multidimensional semantic space. [2] For example, a leadership candidate may be rated on scales like "successful-unsuccessful" to analyze perceptions. [3] The scale aims to measure evaluation, potency, and activity dimensions which contribute most to meaningful judgments.

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Priya
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© © All Rights Reserved
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AN ASSIGNMENT

ON
DIFFERENTIAL SCALE

SUBMITTED TO:-. SUBMITTED BY:-


Jr. Lecturer

SEMANTIC DEFERENTIAL SCALE


Semantic differential scale or the S.D scale developed by Charles E. Osgood, G.J. Suci and

P.H. Tannenbaum (1957)< is an attempt to measure the psychological meaning of an object

to an individual. This scale is based on the presumption that an object can have different

dimensions of connotative meaning which can be located in multidimensional property space,

or what can be called the semantic space in the context of S.D. scale. This scaling consists of

a set of bipolar rating scales, usually of 7 points, by which one or more respondents rate one

or more concepts on each scale item.

For instance, the S.D. scale items for analysing candidate for leadership position may be

shown as under:

(E) Successful

(p) Severe

(p) Heavy

(A) Hot

( E)Progressive

(P) Strong

(A) Active

(A) fast

(E) true

Candidate for leadership position (along with the concept –the ideal candidate ) may be

compared and we may score them from +3 to -3 on the basis of the above stated scales.
The letters,E,P,A showing the relevant factor viz., evaluation, potency and activity

respectively, written along the left side are not written in actual scale. Similarly the numeric

values shown are also not written in actual scale.

Good and other did produce a list of some adjective pair for attitude research purpose and

concluded that semantic space is multidimensional rather then one-dimensional.

They made sincere effort and ultimately found that three factor, viz., evaluation, potency and

activity, contributed most to meaningful judgement by respondents. The made sincere efforts

and ultimately found that three factors, viz., evaluation, potency and activity, contributed

most to meaningful judgement by respondents. The evaluation dimension generally accounts

for ½ and ¾ of the extractable variance and the other two factors account for the balance.

Procedure: - Various steps involved in developing S.D. Scale are as follows:

First of all the concepts to be studied are selected. The concepts are usually chosen by

personal judgement, keeping in view the nature of the problem.

The next step is to select the scales bearing in mind the criterion of factor composition and

the criterion of scale’s relevance to the concepts being judged (it is common practice to use at

least three scales for each factor with the help of which an average factor score has to be

worked out). One more criterion to be kept in view is that scales should be stable across

subjects and concepts.

Then a panel of judge are used to rate the various stimuli ( or objects) on the various selected

scales and the responses all judge would then be combined to determine the composite

scaling.

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