Differenciálskálák

Differenciálskálák, also known as differential scales, are a type of psychological measurement used to gauge individuals' attitudes, perceptions, or opinions. They typically involve a series of bipolar adjectives or phrases, with a continuum of response options between them. The most common format is the semantic differential scale, developed by Charles E. Osgood. In this format, a concept or object is presented, followed by pairs of opposite adjectives such as "good-bad," "strong-weak," or "active-passive." Respondents are asked to rate their feelings or perceptions towards the concept by marking a point on the scale between these adjectives. The numerical values assigned to these points allow for quantitative analysis of the data.

The underlying principle of differenciálskálák is that attitudes can be represented in a multidimensional space. Osgood's research identified three primary dimensions: evaluation (good/bad), potency (strong/weak), and activity (active/passive). Different concepts are plotted within this space, allowing for comparisons and the understanding of their meaning and affective connotations. These scales are widely used in marketing research, social psychology, and communication studies to understand consumer preferences, public opinion, and the impact of messages. Their flexibility and relative ease of administration make them a valuable tool for researchers.