Semantic Differential Methodology for the Structuring of Attitudes

The semantic differential technique can be used to structure attitude domains. In the present paper, the selection of scales and concepts and the format for administration are discussed in terms of an underyling linear model. Three methods of calculating correlations are evaluated with the method known as “stringing out” being preferred. Suggestions for factor analysis and factor matching are made. Some applications of the exploratory use of the semantic differential are described.