A technique for displaying and analyzing Osgood's Semantic Differential data in three -dimensional semantic space is described. The technique employs a square board, with equidistant drilled holes, in which are placed dowels of various lengths combined with labels of different shapes. Studies have found 3 major factors (Evaluation, Activity, and…

The measurement of racial attitudes in contemporary America is presented with some serious methodological obstacles. In an attempt to eliminate these obstacles, Sedlacek and Brooks developed the Situational Attitude Scale (SAS) to measure the attitudes of whites toward blacks. It includes two Forms, A and B. The effects of the same individual…

An experimental study examined the possibility that proximity error could bias results from semantic differential questionnaires. Proximity error occurs when, due to the ordering, or polarity, of the differential scales, one answer on the semantic differential results in another answer to a subsequent question being substantially changed from what…