Multidimensional Measurement with the D Statistic and the Semantic Differential.

Three approaches used in the analysis of semantic differential data to determine similarity in meaning between profile ratings on concept pairs are discussed. These approaches are: (1) to compute mean scores on each scale for each concept and to compare concepts on a scale-by-scale basis; (2) to form mean scores on each dimension for each concept and to compare concepts on a dimensional basis; and (3) to compute the D statistic between ratings on two concepts and use this as a multidimensional measure for comparison purposes. A figure and tables illustrate the three approaches. (DB)