All requirements are posted below in the attachment. The semantic differential scale and how is it u

  

All requirements are posted below in the attachment. The semantic differential scale and how is it used-The semantic differential is a ratings procedure that permits an investigator to measure both the direction and the intensity of respondent’s attitudes (i.e., measure psychological meaning) toward such concepts as corporate image, advertising image, brand or service image. The respondent may be given a set of pairs of antonyms, the extremes of each pair being separated by seven intervals that are assumed to be equal. For each pair of adjectives (e.g. powerful/weak), the respondent is asked to judge the concept along the seven-point scale with descriptive phrase.Semantic differential scales have been extensively used to differentiate brands within a product group.
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Exercise:
Constructing and analyzing a semantic differential scale
Semantic differential exercise
1. The semantic differential scale and how is it usedThe semantic differential is a ratings procedure that permits an investigator to
measure both the direction and the intensity of respondent’s attitudes (i.e.,
measure psychological meaning) toward such concepts as corporate image,
advertising image, brand or service image. The respondent may be given a set of
pairs of antonyms, the extremes of each pair being separated by seven intervals
that are assumed to be equal. For each pair of adjectives (e.g. powerful/weak),
the respondent is asked to judge the concept along the seven-point scale with
descriptive phrase.
Semantic differential scales have been extensively used to differentiate brands
within a product group
2. This exercise: Using a semantic differential for a comparison of
brand images in a product group
3. Steps in the exercise



Select the product group and at least two brands within the product
group
Examples of product groups are automobiles, beer, cosmetics,
supermarkets, and restaurants.
Select or make up seven or more semantic differential bipolar
dimensions. These can be from the examples shown below or any other
source.
Select at least two comparison brands for the product group
4.
5.
6.
7.
8.
Design a page for the exercise with instructions.
Enter the exercise in a site such as Surveymonkey or Surveygizmo
Obtain a sample of at least 20 respondents.
Calculate means for each of the brands.
Plot the means of the measured brand dimensions for each brand in a snake
diagram. Examples of snake diagrams are shown below.
9. Analyze differences between brands. In SPSS open the xls file. Go to analyze ->
compare means -> paired sample “t” test. From options select mean and
standard deviations.
10. Report results of between brands comparisons and interpret the results.
For further statement on applications of semantic differentials, view the following site.
Copy this link and open it in a browser:
https://www.surveygizmo.com/survey-blog/how-to-measure-attitudes-withsemantic-differential-questions/
Examples of semantic differential antonymsAttributes of websites
• Boring – interesting
• Meaningless – meaningful
• Important – unimportant
• Informative – uninformative
• Disorganized – organized
• Easy – difficult
Personalities of product brands
• Kind – Unkind
• Honest – Dishonest
• Serious-minded – Light-hearted
• Bright – Dim
• Stable – Unstable
• Narcissistic – Humble
• Flexible – Inflexible
• Authoritarian – Liberal
• Value-driven – Non-value driven
• Extrovert – Introvert
• Naive – Cynical
• Excessive – Moderate
• Conformist – Rebel
• Energetic – Unenergetic
• Violent – Gentle
• Complex – Simple
• Pessimistic – Optimistic
Attributes of Beer Brands
• Heavy – Light
• Low Price – High Price
• Inconsistent Quality – Consistent quality
• Bitter – Mild
• Rough – Smooth
• Adventurous – Dull
• Distinctive – Ordinary
Attributes of Supermarkets
• Inconvenient Location – Convenient Location
• Low Prices – High Prices
• Pleasant atmosphere — Unpleasant Atmosphere
• Low Quality Products – High Quality Products
• Modern Unfriendly Clerks – Old-fashioned Friendly Clerks
• Sophisticated Customers – Unsophisticated customers
• Cluttered – Uncluttered
• Unorganized– Organized
Snake diagram example-

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