ERIC Number: ED076676
Record Type: RIE
Publication Date: 1973
Reference Count: 0
How Many Es Are There? A Critical Analysis of Problems Concerning Determination of Evaluative Factors of Semantic Differential Scales.
Bashook, Philip G.; Foster, Stephen F.
In measuring attitudes by Semantic Differential, bipolar adjective scales with high loadings on an evaluative factor derived by Principal Components Analysis are used typically as unidimensional attitude measures. Komorita and Bass, using conventional statistical techniques, report the discovery of more than one evaluative factor. This paper focuses on four considerations for establishing evaluative factors: concept complexity, eigenvalue cutoff criteria, eigenvalue plot, and conceptual analysis of scale groupings. Komorita's and Bass's data and new data from ratings of six concepts of varying complexity are analysed and discussed. Specific recommendations are made regarding determination of evaluative scales in attitude research. (Author)
Descriptors: Attitude Measures, Evaluation Criteria, Factor Analysis, Rating Scales, Research Reports, Scaling, Semantic Differential, Statistical Analysis
Reprints from Stephen F. Foster, U.B.C., Faculty of Education, Vancouver 8, B.C., Canada
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at annual meeting American Educational Research Association (New Orleans, Louisiana, February 25-March 1, 1973)