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Semantic Differential Measurement Scale Chart Software

The Semantic Differential tool makes an Excel line chart using, for instance, ratings from a Likert measurement scale. Semantic differential is typically used in attitude analysis.

Semantic differential chart for likert scale measurement and attitude analysis

What: Semantic differential measurement scale Excel chart

Semantic Differential Measurement Scale Chart Software To investigate attitude, Osgood's semantic differential scale goes one step further than the typical rating scales like Likert because it links the measurement to the connotative meaning of words placed on a bipolar scale such as Expensive-Cheap, Clean-Dirty, and so on.

The MM4XL tool Semantic Differential Chart draws attribute charts in the form of vertical lines directly in MS Excel.

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When: Semantic differential measurement scale Excel chart for attitude analysis in marketing

Semantic differential measurement scale Excel chart
Click to enlarge
People adopt attitudes, hold opinions, and express emotions with varying levels of intensity. To investigate attitude and measure its intensity, investigators typically use rating scales, like the Likert scale for instance.

The semantic differential chart helps marketers to analyse profiles, attitude, performance, satisfaction, or any other dimension expressed with a rating scale, because it identifies the intensity based on a person's subjective understanding of the connotative meanings of words.


Who: Semantic differential measurement scale Excel chart for business decision-makers

The Semantic Differential tool is used by business decision-makers often supported by business analysts. Among our business decision-maker clients there are:
  • General Managers and CEOs
  • Business Directors
  • Marketing Managers
  • Sales Managers
  • Business Analysts
  • Marketing Analysts
  • Advertising Managers
  • Pricing Managers
  • Quality Managers
  • Product Portfolio Managers

Semantic Differential tool features:

feature Very easy to use and interpret
feature Fully customizable chart directly in Excel
feature The example sheets describe how to run the tool
feature The tool works in 5 different languages: E, F, G, I, S
feature Help file with advanced description of the Semantic Differential concepts
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