myz-vgb.ru A Business Encyclopedia

Semantic Differential Scale

Definition: The Semantic Differential Scale is a seven-point rating scale used to derive the respondent’s attitude towards the given object or event  by asking him to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold”, “powerful” or “weak”, etc.)

For example, the respondent might be asked to rate the following five attributes of shoppers stop by choosing a position on a scale between the adjectives that best describe what really the shoppers stop means to him.

Semantic Differential Scale
The respondent will place a mark anywhere between the two extreme adjectives, representing his attitude towards the object. Such as, in the above example, the shoppers stop is evaluated as organized, cold, modern, reliable and simple.

Sometimes the negative adjectives are placed on the right and sometimes on the left side of a scale. This is done to control the tendency of the respondents, especially those with either very positive or negative attitudes, to mark the right or left-hand sides of a scale without reading the labels.

The items on a semantic differential scale can be scored on either a numerical range of -3 to +3 or 1 to 7. The data obtained are analyzed through profile analysis. In profile analysis, the means and medians of the scale values are found out and then are compared by plotting or statistical analysis. Through this method, it is possible to compare the overall similarities and differences among the objects.

The versatility of the semantic differential scale increases its application in the marketing research. It is widely used in comparing the brand, company image, and product. It also helps in developing an advertising campaign and promotional strategies in new product development studies.

Leave a Reply

Your email address will not be published. Required fields are marked *

Shares

Related pages


what is seasonal unemploymentthe profitability indextaylorism theorystepping stone definitionsegmentation bases definitionanti takeover strategiesdefine expansionistfive types of elasticity of demanddivesting a companybusiness process reengineering bprdefinition of organizational theorydefine monetizing the debtisoquant diagramdefine bin carddefinition npsreinforcements definitionautocratic leaderdescribe diminishing marginal utilitykiosks meansfayol's definition of managementstratify meaningprimal and dual linear programming problemspersonality theoristsmarginal costing and decision makingexternal commercial borrowings ecbcash cows definitionlaw of diminishing utility examplefactors affecting consumer decision processsbi kiosk bankingexample of superegoadvantages and disadvantages of ethnocentric approachdefine wholesalingwhat is meant by neftcorporate vertical marketing system definitionrensis linkertqueing theorymeaning of formal communicationstraddle definitionwhat is the autocratic leadership stylemeaning of slrcoercive power in managementhow to calculate gross profit margin ratioholistic marketing concept definitionwhat is a swing loanretrenched meanswhat is business process reengineering explain in detailwhat are deontological ethicsbureaucracy simple definitionipo carve outduality in lppwhat is the equity theorypsychoanalytic approach examplecross elasticity of demand definitionirr definationfeatures of perfectly competitive marketvictor vroom motivationpoint method job evaluationmnc company meaningtheory of collective bargainingexamples of sociocultural factorsmaximum limit for neftcoefficient meaning in mathdebentures defineshare capital advantages and disadvantagesdefinition cautiouslydefine asset turnover ratiodefinition of deontological theoryafc meaningoligopolistic market characteristicspf contribution of employee and employerdefinition of propounddeterminants of price elasticity of demanddefine commercialsmcgregors theory of x and yexpectancy valence modeldefinition of tqm