摘要：The Semantic Differential as a telephone survey technique. The public image of an organisation plays an important role in the success thereof since it continually determines whether the environment reacts favourably or unfavourably towards it. It is therefore important to be aware of the public image of an organisation, and which methods can be used to determine it. This study compared two attitude scales (a Likert type mail questionnaire and a Semantic Differential type telephone questionnaire) which can be used in the determination of an organisation's image. A comparison of the two scales produced significant results. These results indicate that a Semantic Differential type scale can be used successfully in telephone surveys. Opsomming Die openbare beeld van 'n organisasie speel 'n belangrike rol in die sukses daarvan aangesien dit deurentyd bepaal of die omgewing gunstig of ongunstig daarteenoor reageer. Dit is gevolglik belangrik dat bestuur kennis neem van die openbare beeld van sy organisasie en hoe daardie beeld bepaal kan word. Met hierdie studie is twee houdingskale ('n Likert-tipe posvraelys en 'n Semantiese Differensiaal-tipe telefoonvraelys) wat in die bepaling van 'n openbare beeld gebruik word, vergelyk. Die bevindinge dui daarop dat 'n aangepaste Semantiese Differensiaal met sukses gebruik kan word in telefoononderhoude.
