5-15 Scales-1:Semantic Differential Scale Respondents show the position of their attitude on a seven point itemized scale,thus revealing both the strength and direction of the attitude.Pairs of polarized adjectives are used Example: Indicate your impression of Carrefour by checking the line corresponding to your opinion for each descriptor. Fast service------------------------Slow service Dirty place------------------------Clean place Friendly service------------------------Unfriendly service Many goods------------------------Few goods Convenient parking---------------------Inconvenient parking 制卧爱价蜀易大学 国际商学院市场营销学系Scales-1: Semantic Differential Scale Respondents show the position of their attitude on a seven point itemized scale, thus revealing both the strength and direction of the attitude. Pairs of polarized adjectives are used. Example: Indicate your impression of Carrefour by checking the line corresponding to your opinion for each descriptor. Fast service --- --- --- --- --- --- --- --- Slow service Dirty place --- --- --- --- --- --- --- --- Clean place Friendly service --- --- --- --- --- --- --- --- Unfriendly service Many goods --- --- --- --- --- --- --- --- Few goods Convenient parking --- --- --- --- --- --- --- Inconvenient parking 5 －15 5 －15