You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Fitting the Semantic Differential to the Marketing Problem
William A. Mindak
Journal of Marketing
Vol. 25, No. 4 (Apr., 1961), pp. 28-33
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1248988
Page Count: 6
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
How can we QUANTIFY abstract qualitative data that deal with consumers' reactions to the image of a brand, product, or company? This article suggests new uses for the semantic differential, and presents a case study showing recent modifications of this useful technique.
Journal of Marketing © 1961 American Marketing Association