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Semantic Differential – Excel Charts and Maps |
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When investigating attitude, analysts typically use rating scales such as Likert's one. Osgood's 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.
Semantic Differential draws attribute charts in the form of vertical lines, as shown below. This charting technique can be helpful to marketers when analyzing profiles, attitude, performance, satisfaction, or any other dimension relevant for connotative analysis
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