A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 16
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16
Pairs of adjectives were chosen to measure the meaning
of a concept rather than nouns, verbs, or adverbs because it ■
was believed that most people, when asked to describe, judge,
discuss, or tell what a concept means to them, use adjectives
primarily in their replies. The scale was later revised by
adding words to the spaces on the scale to help the respon-
dent judge which point in the semantic space was most
descriptive of his meaning of the concept. The following
type of scale is used today in most research involving the
semantic differential.
Concept
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£
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CD
Q)
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<D
,„p
.p
U
4J
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CD
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a :
: IQ ;
O1 :
a)
In using this type of scale, the respondent is asked to check
the point on the scale which corresponds most closely to his
attitude about the concept being tested. For example, in
the above scale, if the respondent believed that a pacifist
was quite kind he would place a check in the box which is
second from the neutral point.- The scale is rated on a
seven-point basis, going from left to right.
Although the originators of the semantic differential
conducted many studies to determine which pairs of adjectives
most people use to describe the meanings of concepts or words,
their Thesaurus study is the most famous, and researchers
who use the semantic differential as a research technique
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/27/?rotate=180: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .