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Fitting the Semantic Differential to the Marketing Problem

William A. Mindak
Journal of Marketing
Vol. 25, No. 4 (Apr., 1961), pp. 28-33
DOI: 10.2307/1248988
Stable URL: http://www.jstor.org/stable/1248988
Page Count: 6
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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
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Abstract

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.

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