A modified semantic differential is a valuable instrument for getting qualitative
evaluations in numerical form. It can measure attitudes about certain aspects of
formal organization structure like span of supervision and shared authority.
ABCA members may find numerous uses for the semantic differential in business
communication research.
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References
1.
Charles E. Osgood, George J. Suci, and Percy H. Tannenbaum , The Measurement of Meaning, Urbana, University of Illinois Press, 1957, p. 20.
2.
Ibid, p. 317.
3.
The term "modified" semantic differential means that the evaluative factors (not the potency and activity factors) are the basic factors measured. See the previous quote from Osgood.
4.
G.C. Helmstadter, Principles of Psychological Measurement, New York, Meredith, 1964, p. 211.
