A Method for Developing Tailormade Semantic Differentials for Specific Marketing Content Areas
John P. Dickson, Gerald Albaum · Journal of Marketing Research · 1977
The authors suggest the need for more thorough testing of tailormade semantic differential instruments before they are used in specific marketing content areas. The results of this study provide evidence that it is possible to develop, as endpoints for semantic differential scales, phrases which show a high degree of reliability and aid in the reduction of concept-scale interaction.