Abstract:
It is clear, that the semantic differential technique enjoys a great reputation with research workers. A social psychologist using one of the many other rating scale techniques in the field of attitude and/or brand image research, is rather often reproached but why didnât you use the semantic differential to and does get involved in complicated theoretical discussions about the advantages and disadvantages of different scaling techniques, dome-times the discussion gets rather confused because of the composition of Osgood's standard-text. We can discern three major parts of this book: A. A theory about the meaning of words (meaning as a mediating response; B. Discussion of a measuring-technique, the semantic differential proper; C. Analysis of data, obtained with the instrument under application of factor-analytic techniques.
Research Papers
A new way in the measure of the interviewed's reaction
Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Michel Haski, Howard R. Moskowitz
 
June 15, 1979
Research Papers
The transferability of rating scale techniques to an African population
Catalogue: ESOMAR Congress 1980: Taking Stock
Authors: Nesta Morris, Pat van der Reis
 
September 1, 1980
Research Papers
Toward a common verbal scale of perceived quality
Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Author: Lawrence A. Crosby
 
September 1, 1992
