The new dimensions of management research for human resources were applied in the frame of research project MSM 12220002. The society research with its cultural leads to usage of qualitative research methods. At imaginal board between qualitative and quantitative methods the method of semantic differential is found. It is possible to transfer culturological elements into numerical effect by colour semantic differential test usage that garants a high objective finding realized in agricultural management. There were proved the conformity and bounding up with culturological values of representants of Czech managers and representants of agricultural management.