Part 2. MM4XL Tools > 3. Charts and Maps > Semantic Differential > Semantic Differential Chart in a Nutshell

Semantic Differential

Semantic Differential Chart in a Nutshell

When investigating attitude, analysts typically use rating scales such as Likerts one. Osgoods semantic differential scale goes one step further because it links the measurement to the connotative meaning of words placed on a bipolar scale such as "Expensive-Cheap", "Clean-Dirty", and so on.

The tool Semantic Differential Chart built in MM4XL draws attribute charts in form of vertical lines as shown in the one below.

This charting technique can be of great help to marketers when analyzing profiles, attitude, performance, satisfaction, or any other dimension relevant for connotative analysis.

Semantic Differential Measurement Scale Chart Software

Lifetime license:
MM4XL All Tools
Price: euro 238.00

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