The development of a semantic differential to assess users' attitudes towards an on‐line interactive reference retrieval system

Jeffrey Katzer

Journal of the American Society for Information Science, 1972, vol. 23, issue 2, 122-128

Abstract: A semantic differential (SD) is a commonly used instrument which can be used to reliably measure attitudes toward a variety of objects or concepts. Each SD consists of a series of bipolar adjective scales on which a respondent reacts, in relation to the object or concept of interest. To interpret completed SDs, it simplifies the procedures and aids in the development of theory if the adjective scales are grouped into one or more independent clusters. The primary purpose of this study was to identify those clusters (or dimensions) applied by a user of an on‐line user‐oriented reference retrieval system when he reacts toward such a system. Seventy‐one who used or were familiar with a working on‐line reference retrieval system completed a packet of 20 SDs, each consisting of the same 19 adjective scales. The correlations among the scales were factor analyzed. Three independent dimensions were identified. Factor I was labeled “evaluative‐specific” and accounted for over 23% of the total variance. Factor II was called “desirability”; it accounted for over 17% of the total variance. And, Factor III, entitled “enormity” accounted for over 10% of the total variance. Another analysis showed the factor structure to be highly reliable. Therefore, if the derived three dimensional structure underlies users' attitudes toward a more general class of retrieval systems, then undimensional or unstructured system evaluations of users' attitudes will be simplistic and possibly misleading. In order to construct a working semantic differential, 10 adjective scales were identified which best represented the three dimensions. Brief instructions are included which outline how to use this SD. The discussion is mainly concerned with the obtained factor structure and the need for a predictive replication of the study.

Date: 1972
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