Abstract
This research extends the comparison between the Stapel and Semantic Differential scaling formats to include multiple objects, interitem covariance matrices, interpretation of extracted factors, and perceptual spaces. It is recommended that the methodologically simpler Stapel scaling format not be substituted for the Semantic Differential scaling format when the purpose of a study is to either identify and interpret the dimensions of a semantic space, or to describe the location of the objects in a product space.
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© 2015 Academy of Marketing Science
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Little, T.E. (2015). An Assessment of the Equality of Semantic and Perceptual Relationships Between Two Scaling Formats. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_117
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DOI: https://doi.org/10.1007/978-3-319-11101-8_117
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11100-1
Online ISBN: 978-3-319-11101-8
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