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Chapter 2 · Survey: Measurement and Scaling · Slide 53/274

Semantic Differential: Profile

Measures self-assessment as well as attitudes toward people or products. Each point corresponds to the mean or median of the respective scale…

2.3 · Non-Comparative Scales Semantic Differential · Profile

Semantic Differential: Profile

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Profile representation

Measures self-assessment as well as attitudes toward people or products. Each point corresponds to the mean or median of the respective scale — connecting the points yields the profile.

High
Strong
Reliable
Cold
Modern
Good
Friendly
Ugly
Active
Young
Cautious
Small
Gentle
Rugged
Modest
Low
Weak
Unreliable
Hot
Slow
Bad
Hostile
Beautiful
Passive
Old
Careless
Large
Repulsive
Sensitive
Showy

Example profile of an object — seven levels between the opposing poles.

QUESTIONSTAR · Dr. Paul Marx 53 / 274
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