Is a central tendency error inherent in the use of semantic differential scales in different cultures?

This paper examines the effect of alternative scale formats on reporting the nature and extent of attitudes toward grocery supermarkets on bipolar semantic differential measurement scales.
  

Is A Central Tendency Error Inherent In The Use Of Semantic Differential Scales In Different Cultures

Julie H. Yu The Chinese University of Hong KongGerald Albaum University of New Mexico andMichael Swenson Brigham Young University

Introduction

Marketing and crosscultural researchers use a number of different types of rating scales or scale formats in measuring attitudes or components of attitudes. Included in this 'arsenal' of approaches are the semantic differential, Stapel scale, Likert scale, Thurstone differential scale, and direct rating scales. One of the more widely used formats is the semantic differential, particularly...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands