---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-054.html"
title: "Semantic Differential Scale: Example"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 54
---

# 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.*

### 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

*[Diagramm: Semantic Differential Scale: Example]*

---

*Slide 54 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*