Abstract
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.