Semantic Differential Scale
Introduction:-
Semantic differential scale is most effective and most widely used technique nowadays .in
1967, Osgood, suci, and tannenbaum introduced this method for the first time in their book,
the measurement of meaning. Although the purpose of the scale was not necessarily to
measure the assessment of attitude, the procedure was well adopted for attitude assessment.
Definition:-
“Semantic differential scale is a type of rating scale designed to measure the connotative
meaning of objects, events, and concepts. These connotations are used to derive the
respondents “attitude towards the objects, and concepts.
Usage of semantic differential scale
Semantic differential scale is most commonly used in :-
Patient satisfaction survey
Customer satisfaction survey
Employee survey
Marketing survey
Operational research
Personality measurements
Clinical psychology
Designing semantic differential scale
The bipolar adjective pairs can be used for a wide variety of subjects.
The adjective pairs are selected according to the objectives of the survey.
The adjective pairs can be grouped into three large categories, and each survey question
usually includes a few points from each category. These categories are evaluation, potency
and activity.
Advantages of semantic differential scale:-
A convenient method to assess the beliefs, attitudes, and values in quantitative form.
Easy to administer.
Provides reasonable valid and reliable quantitative data.
Disadvantages of semantic differential scale
It is difficult to select the relevant concepts, which are appropriate for any given
investigation.
It is time –consuming to find the appropriate adjective pairs.
Adjective pairs used for construction of semantic differential scale
Evaluation Potency Activity
Good Hard Active
bad soft passive
Kind Strong Fast
cruel weak slow
Wise Heavy Hot
foolish light cold
Beautiful Deep Motivated
Ugly shallow aimless
Happy Potent Moving
sad impotent still
Sociable Large Excitable
unsociable small calm
Friendly Simple Alive
unfriendly complex dead
Willing Difficult Emotional
unwilling easy unemotional
Honest Submission Bright
dishonest assertive dim
Bibliography:-
1. BT Basavanthappa A textbook of nursing education published by Jaypee bothers
medical publisher Page no. 222.
2. D. Elakkuvana Bhaskara raj A textbook of Nursing education second edition
published by EMMESS page no. 256.
3. K.P. neeraja Textbook of nursing education second edition First edition
published by Jaypee bothers medical publisher page no.70.
4. Shebeer P.Basheer Textbook of Nursing Education first edition published by
EMMESS medical publisher’s page no. 238
5. Suresh Sharma Nursing research and statistics second edition published by
Elsevier India page no.40
