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    Differential Scale

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    Differential Scale

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    10 views4 pages

    Differential Scale

    Uploaded by

    nishuphougat0

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    DIFFERENTIAL SCALE

    INTRODUCTION

    In simple terms, the semantic differential scale is a type of survey rating scale used for
    psychological measurement. It helps to get to know your audience’s attitudes, approaches and
    perspectives. A researcher develops a survey allowing a respondent to express a judgment,
    using a scale of five to seven points.

    WHAT IS A SEMANTIC DIFFERENTIAL SCALE?

    A famous American psychologist, Charles Egerton Osgood, came up with the semantic
    differential scale in 1979. With the help of his research, it became possible to record and
    further analyze the “connotative meaning” of emotional attitude towards various matters.

    Questionnaires that use the semantic scale are considered to be a very reliable way to get
    information on people’s emotional reactions when it comes to a wide variety of subjects. For
    instance, you can measure customers’ attitudes towards a new product launching on the
    market or employees’ level of satisfaction. Ratings are basically “oscillating” to the extent
    that they display two adverse characteristics of a subject under study (for example, low to
    high scale or good to bad scale).

    In the article, we provide illustrations and sample surveys utilizing semantic differential
    scales that are created in the AidaForm Online Survey Maker. You can use ready-made
    survey fields to create your own differential scales in no time, or you can customize
    AidaForm templates and conduct your surveys and questionnaires free of charge.

    THE SEMANTIC DIFFERENTIAL SCALE: ADVANTAGES

    Easy for Respondents to Take

    The main benefit of using the semantic differential scale is the ease with which respondents
    will understand the scale. Almost everyone has encountered this type of survey. Thanks to a
    scale connecting extremely opposite adjectives, the respondents can express their opinions
    more specifically with the help of specific measurements.

    Gives an Objective Picture


    As the semantic scale questionnaires are pretty easy to take, respondents may express their
    opinion in full. That helps the results to be as accurate and as statistically significant as they
    can be.

    Simple for the Interviewer to Make

    Saving time is important, so another advantage is that the interviewer only needs to find two
    opposite terms to use it as a measurement tool for a survey to work. Plenty of online services
    help to find a good antonym — definitely check them out!

    For instance, the S.D. scale items for analysing candidates for leadership position may be
    shown as under:-

    Unsuccessful

    Lenient

    Light

    Cold

    Regressive

    Weak

    Passive

    Slow

    False

    Unsociable

    3 2 1 0 -1 -2 -3

     (E) Successful
     (P) Severe
     (P) Heavy
     (A) Hot
     (E) Progressive
     (P) Strong
     (A) Active
     (A)Fast
     (E) True
     (E) Sociable
     Candidates 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.)
     Osgood and others did produce a list of some adjective pairs for attitude research
    purposes and concluded that semantic space is multidimensional rather than
    unidimensional.
     They made sincere efforts and ultimately found that three factors, viz., evaluation,
    potency and activity, contributed most to meaningful judgements by respondents.
     The evaluation dimension generally accounts for 1/2 and 3/4 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 judges are used to rate the various stimuli (or objects) on the various
    selected scales and the responses of all judges would then be combined to determine
    the composite scaling.
    BIBLIOGRAPHY

     https://aidaform.com/blog/semantic-differential-scale-definition-examples.html
     https://www.slideshare.net/poojarameshkumar19/semantic-differential-
    46309434?from_m_app=android

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