constructing and analyzing a semantic differential scale

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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 respondent’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.

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