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Thesis (D. Min.)--Abilene Christian University, 1990. / Abstract. Includes bibliographical references (82-89 leaves ).

Thesis deals with measurement of positioning in marketing, specifically the method of semantic differential. The main objective of this work is to verify how it changes the semantic profile of selected wine samples tasted by young wine consumers in changing contextual conditions of this experiment. The experiment consists of two separate measurements, during which there is a change in the contextual conditions. The theoretical part is description of his positioning and measurement, which continuously follows the method of semantic differential, where he presented Seman-tick differential as a tool by which we can measure and record the positioning of his value by creating semantic profiles. The practical part explains the connection and answer research questions determined through experiment, where it was shown that the change in the contextual conditions tasted wine samples young wine consumers, changes the semantic profile of the wine samples.

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.

The present research was conducted in order to develop a method useful for measuring the meaning of symbolic material. Using this method an investigation was conducted to test the validity of several personality theories which ascribe meanings to select symbols. A summary of the major personality theories dealing with symbolic material was conducted . Each theory was briefly presented with a discussion of the methods employed to determine the meanings of symbols. A set of symbol theory considerations was presented which would suggest the necessary components of an objective investigation attempting to be a validity test of symbol meanings predictions.

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The main objective of this investigation was to study the influence of sex on extreme response style as measured by a semantic differential. The previous studies led to a general hypothesis formulated as follows. Normal males and females differ from each other with regard to their mean extreme response style scores with females having the greater extreme response scores on the semantic differential.