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- The semantic differential scale and how is it used-
The semantic differential is a ratings procedure that permits an investigator to measure both the direction and the intensity of respondentâ€™s attitudes (i.e., measure psychological meaning) toward such concepts as corporate image, advertising image, brand or service image. The respondent may be given a set of pairs of antonyms, the extremes of each pair being separated by seven intervals that are assumed to be equal. For each pair of adjectives (e.g. powerful/weak), the respondent is asked to judge the concept along the seven-point scale with descriptive phrase.
Semantic differential scales have been extensively used to differentiate brands within a product group.