How do I create a Semantic Differential Chart with XLSTAT-MX?
The psychologist Charles E. Osgood has developed the visualization method Semantic differential 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. 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 likert scale for each criterion). A Semantic differential chart will allo
