Abstract
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.