Attitude Measurement by Semantic Differential on a Bipolar Scale

Summary

Does it really make any difference whether one uses adverb or numerical responses for Osgood's semantic differential? Eighty-two male and female undergraduates used numerical scales and 79 used adverb scales on a semantic differential to express their feelings on a questionnaire designed primarily as a text evaluation instrument for introductory sociology. A high intercorrelation between the total scores of the adverb and numerical scale indicated that either is predictable from the other, a finding reinforced by comparing the mean responses for adjective items. The results also indicated a tendency for adverb responses to cluster at the extremes, a finding similar to that of previous research. However, a factor analysis of the 14 adjective items indicated that adverb and numerical scales measure different dimensions, as Osgood originally indicated.