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 Q-technique or the R-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 wide-spread research at the German universities and in institutes for market-research. After factor-analyzing 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".