A.

The Difference Between Likert and Thurstone Scale

Likert Scale: It is a method of ascribing quantitative value to qualitative data, to make it
amenable to statistical analysis. A numerical value is assigned to each potential choice and a
mean figure for all the responses is computed at the end of the evaluation or survey and is used
mainly in training course evaluations and market surveys, Likert scales usually have five
potential choices (strongly agree, agree, neutral, disagree, strongly disagree) but sometimes go
up to ten or more. The final average score represents overall level of accomplishment or
attitude towards the subject-matter.

Thurstone Scale: It was one of the first and most productive scaling theorists. He actually
invented three different methods for developing a one dimensional scale, the method of equal-
appearing intervals the method of successive intervals and, the method of paired comparisons.
The three methods differed in how the scale values for items were constructed, but in all three
cases, the resulting scale was rated the same way by respondents. To illustrate Thurston’s
approach, I’ll show you the easiest method of the three to implement, the method of equal
appearing intervals.

B. Semantic Differential Scale

Semantic Differential questions were developed by C.E. Osgood in 1957 precisely to measure the
connotative meaning of cultural objects. The use of semantic differential questions have been seen
in various social sciences, market research, and therapy.

Osgood performed research on large collections of semantic differential scales and found that three
dimensions of affective meaning were universal across cultures, despite those cultures’ linguistic
differences:

Evaluation: pairs like ‘good-bad.’

Potency: pairs such as ‘powerful-weak.’

Activity: includes pairs like ‘active-passive.’

When you employ semantic differential questions the data gathered can give you a powerful picture
of the respondent’s attitude toward the subject being studies