Semantic differential scales can be used 1.to compare the images of competing products. 2.without doing exploratory research to develop the scales. 3-as long as group means do not need to be computed.
A)1
B)2
C)3
D)1 and 3
E)1, 2, and 3

Question

Quizplus · Accepted Answer

Semantic differential scales are used to measure the attitudes of consumers towards a product or brand by asking them to rate it on a scale of opposite adjectives. By using these scales, images of competing products can be compared to understand how they differ in various aspects, helping marketers to identify the strengths and weaknesses of their products. Option 2 is incorrect as exploratory research is necessary to develop these scales, and option 3 is incorrect as mean scores are computed to analyze the data.

Semantic Differential Scales Can Be Used 1