I develop a standardized survey questionnaire for the evaluation of a journal/magazine. A set of questions should measure the attitude (connotative meaning) of the journal/magazine from the perspective of readers. Prior, in some qualitative interviews I collected a number of relevant adjectives for the semantic differential. Nevertheless, the list of items is very long and I don't know on which criteria I should reduce the number of adjective pairs. My possibilities to pre-test are very restricted.
I would look to the literature to guide your choice. The following chapter gives a lot of information and has a nice reference list.
http://www.indiana.edu/~socpsy/papers/AttMeasure/attitude..htm
For a more detailed treatment, see if you can find a copy of: Osgood, C. E., Tannenbaum, P. H., and Suci, G. J. 1957 The Measurement of Meaning. Urbana: University of Illinois Press.
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