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Your email address will not be published.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 *


Related pages

meaning repo ratehow to draw an indifference curveclayton alderfer theory of motivationcash reserved ratiohenri fayol principles of management examplesmodigliani theorygdp gnp nnp national incomemeaning of current assets and current liabilitiesadvantages and disadvantages of borrowing moneycauses of channel conflictsassumption meaning in urdulessor defteleology ethicsglobal staffing approachescalculating asset turnover ratiocoercive power definitionmarket demand schedule definition economicsstrategic hr planning processone example of informal communication isdefine apprenticeshipdestabilizing speculationproportional stratified samplingwhistleblowing definitiondefine business process reengineeringmarket segmentation basesindifference analysis definitionthematic investing definitionprovident funds detailsinfrastructure funds definitioninventory stock turnoverbenevolent authoritative style of managementnnp in economicsfeatures of duopolymoratorium debtrisk uncertainty and profitjob evaluation factor comparisonfixed asset turnover ratio examplepf employee contributionnbfc definitionguerrilla multilevel marketingdefinition of autocratic leaderexpatriates defwhat is meaning of neftdemat acreinforcement theory pptbureaucratic model by max weberlaw of diminishing marginal utility definition economicsmotivation meaning in tamilweber bureacracynnp at factor costformula asset turnoversegmentation bases in marketingequity linked savings schemesansoff's matrix definitionclassical theory of management henri fayolego state theorymotivation and hygiene factorscyclical definition economicstypes of non banking financial institutionsdeontological ethics theoryhow does job enrichment motivate employeesstructional unemploymenttransactional psychotherapyherzberg motivation factorsteleological ethicleadership style participativegrand strategy clustersdefine liquidity ratioconcepts of collective bargainingmeaning of training and development in hrmmeaning of divestingdimishing marginal utilitysocialloafingwhat does the word judgemental meansources of channel conflictwho uses laissez faire leadership