XLSTAT - Semantic differential charts

What is a semantic differential chart

The semantic differential function is a visualization method that has been developed by the psychologist Charles E. Osgood in order to plot the differences between individuals' connotations for a given word. When applying the method, Osgood asked survey participants to describe a word on a series of scales ranging from one extreme to the other (for example favorable/unfavorable). When patterns were significantly different form one individual to the other or from one group of individuals to the other, Osgood could then interpret the Semantic Differential as a mapping of the psychological or even behavioral distance between the individuals or groups.

Use of semantic differential charts

This method can also be used for a variety of applications:

  • Analysis of the experts’ perceptions for a product (for example a yogurt) described by a series of criteria (for example, acidity, saltiness, sweetness, softness) on similar scales (either from one extreme to the other, or on a similar like scale for each criterion). A Semantic differential chart will allow you to quickly see which experts agree, and if significantly different patterns are obtained.
  • Survey analysis after a customer satisfaction survey.
  • Profile analysis of candidates during a recruitment session.

XLSTAT

This analysis is available in the XLStat-Base addin for Microsoft Excel

About KCS

Kovach Computing Services (KCS) was founded in 1993 by Dr. Warren Kovach. The company specializes in the development and marketing of inexpensive and easy-to-use statistical software for scientists, as well as in data analysis consulting.

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