COMM 333 Pt.2

The purpose of this assignment is to analyze and describe two of the three attitude scales for Communications 333. The two attitude scales that I decided to analyze was the Likert scale and the Semantic Differential scale. The Likert scale is one of the most commonly used scales and is used to rate responses in survey research. The Semantic Differential scale is based on connotative meaning of certain words, that means that the scale uses words to describe how someone feels about a certain thing.

Likert Scale:

The benefits of the Likert scale are that it is very easy to read, it is easy for people who are taking surveys to understand and is the easiest of the scales to comprehend. The other great thing about this scale is that it is one of the most common scales used. It can be very beneficial in surveys for customer service and surveys on food ratings. The main criticism of this scale that I have would be that maybe it is too simple and seems that not much effort was made in making up the survey, even if that isn’t the case. The receiver of this survey would be able to easily understand the results. The person who receives the survey from the restaurant or something like that would be able to easily fill out the survey and answer the questions.

Semantic Differential Scale:

The benefits of using the Semantic Differential scale is that is gives a more detailed answered survey. It makes the consumer really think about their experience and give a more detailed survey. When a consumer has to think about what exactly they experienced in a word they are more likely to be more honest about their overall experience. When filling out a Likert scale survey most people just answer with 10’s and keep going. With a Semantic Differential scale survey people aren’t just going to go with the best answer. The main criticism of this survey is that is difficult to describe an experience in a word so on a scale it may be more difficult to answer the best. I most often see these surveys at colleges. When I finish a class most of the surveys that are sent out to give reflections about the class and the professor is a Semantic Differential scale. I believe that the receiver of this kind of survey would most likely be more conscious of the answers that they give and will most likely going to give more truthful answers.

In conclusion I believe that the three attitude scales that we have learned about are very important. All of these scales have their own ways of getting answers. I believe that the easiest of the surveys would be the Likert scale and would be the easiest to get results from. The Semantic Differential scale gives a more well-rounded survey that people will give more truthful answers too, but the results may be harder to read. Lastly, the two scales that I analyzed in my opinion give the best ways to see the answers of an attitude scale.