語義差異量表在市場研究中的“趨中”現象原因分析

 

摘要:
語義差異量表經常用於調查人們對品牌、產品和公司形象的態度,進行比較後為企業決策提供資料支持。但語義差異量表被調查者選擇中間選項的比例比西方高,這種情況,我們稱它"趨中"現象。本文對語義差異量表在中國運用效果提出質疑的同時,對出現"趨中"現象的原因進行了分析。

 

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