---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-053.html"
title: "Semantic Differential: Profile"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 53
---

# 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…*

### 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.

*[Diagramm: Semantic Differential: Profile]*

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*Slide 53 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*