The process for measuring semantic content of a communication to develop a qualitative picture of the respondents' concerns,ideas,attitudes,and feelings is called _____.
A) brand mapping
B) component sorts
C) ethnographic interpretation
D) word association
E) content analysis

Question

Quizplus · Accepted Answer

The process described is a key characteristic of content analysis, which involves systematically categorizing and interpreting communication content to gain insights into the underlying attitudes, opinions, and emotions expressed by respondents. Other methods listed, such as brand mapping, component sorts, ethnographic interpretation, and word association, may involve different techniques for understanding consumer behavior and attitudes, but they do not specifically involve the measurement of semantic content in the way that content analysis does.

The Process for Measuring Semantic Content of a Communication to Develop