Through a market research study, a coffee manufacturer learned that it was viewed as "European." In contrast, three major competitors were viewed by coffee drinkers as having an "American" image. This finding could be obtained through the use of a semantic differential.

Question

Quizplus · Accepted Answer

A semantic differential is a type of survey that measures people's attitudes or perceptions towards a concept by using a scale between two bipolar adjectives, such as "European" and "American."

Through a Market Research Study, a Coffee Manufacturer Learned That