Measurement of Meaning through Verbal Associations and Other Empirical Methods.
Technical rept. no. 1,
AMERICAN INSTITUTES FOR RESEARCH KENSINGTON MD
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The investigations reported are part of a broader study aimed at developing improved measurement and communication capabilities for bridging ethnic, racial, and cultural differences. The focus of the study was a comparative analysis of research methods to validate association-based indices used by the Associative Group Analysis method, a continued word association technique. Two groups of 30 subjects participated in the study. In addition to the verbal association-based indices, the investigations included classical meaning similarity measures, attitudinal-evaluative measures, and semantic differential measures designed to represent various strategies of scale selection. The new verbal association-based similarity measure showed high positive correlation with most of the other measures of meaning similarity. The standard semantic differential was the exception it produced no significant correlations with any of the similarity measures. However, the semantic differential did produce high positive correlations with the attitude measures. Author