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 didn’t 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.