K. SHIREESHA*, P.V. SATHYA GOPAL and S.V. PRASAD
Dept. of Agricultural Extension, S. V. Agricultural College, Tirupati-517 502, Andhra Pradesh, India
Writing is an important tool for communication. It not only helps in conveying message to the intended reader but also, possess the qualities of permanence, confidence building, reinforcement and qualitative comprehension. In our day to day life, we are effectively utilizing this tool for speedy dissemination of messages. The quality of any written communication has been judged effectively with the help of an appropriate measuring instrument. In this connection, an attempt was made to construct a scale to measure the written document. Semantic differential is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts or attitudes. It permits the researcher to measure both the direction and the intensity of respondents’ attitudes. Hence, the semantic differential technique was used to construct a scale to measure the written document. A total of twenty items were selected in the final scale of a written document.
Measurement, Semantic differential technique, Scale, Written document