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Chapter 2 · Survey: Measurement and Scaling · Slide 54/274

Semantic Differential Scale: Example

Semantic profiles of the shampoo brands “Herbal Magic” and “Elseve” compared to the ideal shampoo from the consumers' point of view.

2.3 · Non-Comparative Scales Semantic Differential · Brand Comparison

Semantic Differential Scale: Example

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Profile comparison

Semantic profiles of the shampoo brands “Herbal Magic” and “Elseve” compared to the ideal shampoo from the consumers' point of view.

Elseve Herbal Magic Ideal shampoo
Cheap
Natural ingredients
Attractive
Available everywhere
Smells good
Has conditioner
Well-known brand
Suitable for frequent use
Effect of shine & cleanliness
Easy to use
Expensive
No natural ingredients
Unattractive
Hard to find
Smells bad
No conditioner
Unknown brand
Unsuitable
No effect
Complicated to use
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