One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

Question

Quizplus · Accepted Answer

This statement is true. The semantic differential scale allows researchers to assign numerical ratings to different dimensions of an object, and then compute averages to create a "profile" or summary of the object's overall image. This can be a useful tool for understanding how consumers perceive brands or companies, and for tracking changes in image over time.

One of the Most Appealing Aspects of the Semantic Differential