Considerations when constructing a semantic differential scale.

The vast majority of language attitude studies have employed the use of a semantic differential scale to elicit the listener’s perceptions of various language varieties and the speakers of those varieties. However, after administering such a scale in a small pilot study it became apparent that there were numerous unforseen decisions which had to be made in designing the scale. The process of designing a semantic differential scale has been rarely discussed in the literature. This process can essentially be broken down into two areas; the selection of adjectives and the layout of the scale itself. Decisions made regarding these two factors require serious thought if results are to be meaningful. The purpose of this paper is to give a general overview of some of the decisions which need to be made when devising a semantic differential scale.