Semantiese differensiaal as opnametegniek vir die bepaling van maatskappybeeld

• Main Author: Joubert, Johan Pierre Retief
• Published: 2014
• Subjects: Attitude (Psychology) - Testing; Attitude change; Semantic differential technique; Corporate image
• Online Access: http://hdl.handle.net/10210/11009

M.A. (Industrial Psychology) === This study attempted to measure the public image of an organisation, and to determine the applicability of a Semantic Differential scale for use in telephone surveys. The public image of an organisation plays an important role in the success of that organisation, as the environment continually provides inputs in the form of favourable or unfavourable actions towards the organisation. It is also important for management to know the public's image of that organisation, and which scales and surveys can be used in the determination of that image. Data were collected from two random samples of N = 220 and N = 190 whites respectively. The first sample's image of Company X was measured with a Likert type mail questionnaire. The second sample's image of Company X was measured using a Semantic Differential type telephone questionnaire. The data was then analysed using parametric statistics. Results on both the Likert scale and semantic differential indicated that the white public exhibited relatively favourable attitudes towards Company X, Afrikaans speakers were, on the whole, more positive towards Company X, than English sneakers. Only two aspects of the public image namely the utilization of employees, and employer - employee relations, were evaluated negatively.