Abstract:
Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market-research as well as in university-research. Applied to various objects the respective means can be correlated and then factor-analysed mainly by means of the Qâ-technique or the Râ-technique. The images of firms and products can be related by means of correlations with a great deal of other objects which are studied in a wide-spread research at the German universities and in institutes for market-research. After factor-analysing these results P. Hofstatter e.g. constructed a semantic space defined by the ordinate F and the abscissa F2 . The axis can be interpreted as independent factors, i.e. "efficiency" and "emotion".
This could also be of interest:
Research Papers
The use of the semantic differential in media research
Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Authors: P. Duncan-Jones, John Clemens
 
June 15, 1962
Research Papers
The semantic differential (German)
Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Erich M. Ruczinski
 
June 15, 1971
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