Semantic Differential Technique

The Logic of the Semantic Differential Technique

The semantic differential is based on the following hypotheses:

• 1.
  The process of description or judgment can be conceived as the allocation of a concept to an experiential continuum, definable by a pair of polar terms.
• 2.
  Many different experiential continua, or ways in which meanings vary, are essentially equivalent and hence may be represented by a single dimension.
• 3.
  A limited number of such continua can be used to define a semantic space within which the meaning of any concept can be specified.

The first hypothesis assumes that discriminations in meaning cannot be finer or involve any more variables than are made possible by the sensory nervous system. The second assumes that the terms used are unique and independent of one another, which is why measurement is possible. The third hypothesis identifies a factor analysis form of methodology, and it allows for the opportunity of measuring meaning-in-general objectively.

Semantic Space

Factor analysis of the semantic differential data allows the researcher to explore a respondent's “semantic space.” The semantic space represents the three underlying attitudinal dimensions that humans are hypothesized to use to evaluate everything. Research has demonstrated that these dimensions are present regardless of the social environment, language, or culture of the respondent. The three dimensions are evaluation, power, and activity.

The evaluation factor can be thought of as the good/bad factor. Common bipolar responses are “good/bad,” “fresh/stale,” “friendly/unfriendly,” or “interesting/uninteresting.” The power factor, which is sometimes called the potency factor, is the strong/weak factor. Common semantic differential responses for the power factor include “strong/weak,” “powerful/powerless,” “large/small,” or “brave/cowardly.” The activity factor is characterized as the active/passive factor. A number of bipolar responses can measure this, including “active/passive,” “tense/relaxed,” and “fast/slow.”

Using these scales, the researcher can attain a reliable measure of a respondent's overall reaction to something. Researchers can obtain a subject's dimensional average by dividing the scales into their appropriate dimensions and averaging their response scores. Once completed, these measurements are thought of as the concept's profile.

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