Scales

The term scales may have multiple meanings to public relations practitioners. One use of the term denotes a particular measurement instrument such as a scale to measure reputation, credibility, or ethical climate. This use typically references an established measurement instrument developed by researchers, for which validity and reliability information is available.

Another use of the term describes a type of measure or scale, such as a Likert scale or Semantic Differential scale, which uses particular types of response options or answer scales. The scale refers to the way in which respondents record their answers.

Another use of the term is related to the previously mentioned use of answer scales and is synonymous with level of measurement or kinds of data to be analyzed. Practitioners may speak of answer scales that refer to how respondents record their responses to survey questions, which in turn produce certain types of data for analysis. Level of measurement is important because it dictates the types of statistical analyses that can be performed on the data.

In 2002, Don W. Stacks identified two types of attitude measures commonly used in public relations research: (a) Likert-type scales and (b) Semantic Differential scales. These scales can be adapted to examine attitudes toward a variety of things.

Likert-type scales use standardized response categories to record reactions to a series of statements reflecting issues of interest. Likert-type scales often provide five options for responses: (a) strongly agree, (b) agree, (c) neither agree nor disagree (neutral), (d) disagree, and (e) strongly disagree. Alternatively, the scale may be enlarged to seven categories by adding two options to the ends of the answer continuum: (f) very strongly agree; and (g) very strongly disagree. An advantage of the Likert-type scale is its consistent use of answer options that respondents find easy to complete. A practitioner might be interested in assessing community support for a proposed landfill to be built outside of town. The practitioner could write a series of statements reflecting issues related to the proposed landfill in order to gauge community sentiment. Statements might include (a) “The proposed landfill would provide jobs for the community,” (b) “The proposed landfill would pose health hazards to community members,” and (c) “The proposed landfill is necessary.” A survey [Page 766]containing these items would be administered to a randomly selected sample of community residents. Respondents would record their reactions to the statements using the Likert-type scale options. The practitioner would analyze the data to obtain a clearer view of community attitudes toward various aspects of the issue.

The Semantic Differential scale consists of a series of items designed to assess the connotative meanings associated with a stimulus or attitude object, such as an organization, a person, a practice, a product, or a concept. The term semantic refers to meanings and differential reflects differences. A connotative meaning is a personal or emotional meaning, whereas a denotative meaning is the “dictionary meaning.” Whereas there generally is high agreement on denotative meanings, this is not true for connotative meanings because they arise from personal experiences and perceptions. For example, the denotative meaning of “McDonald's” would relate to its being a fast-food restaurant. In contrast, the connotative meanings associated with McDonald's might vary widely and include meanings such as “fun,” “playful,” “convenient,” “unhealthy,” “inexpensive,” and “tasty.”

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