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Challenges in Semantic Differential Scales and Profile Analysis: Insights for Airlines

This study delves into limitations of Semantic Differential Scales and Profile Analysis in air travel research. Respondents often misuse these scales due to lack of instructions and familiarity, making construction difficult with limited words. It explores how negation may not always imply opposites, like "not black" including all colors. Moreover, it discusses how Profile Analysis faces constraints with few brands, non-independent attributes, and unweighted profiles. It concludes by highlighting the Dollar Metric Scale as a more advantageous alternative.

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Challenges in Semantic Differential Scales and Profile Analysis: Insights for Airlines

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  1. Image Profile of Major vs. Commuter Airlines

  2. Limitations of Semantic Differential Scales • Respondents will misuse • Don’t read instructions and unfamiliar with SD scales • Difficult to construct • Limited to only a few words • Negation not necessarily opposite • Not black, which includes all colors, is not opposite of black • No advantage relative to Likert scales

  3. Limitations of Profile Analysis • Few brands can be depicted • Attributes are non-independent • Profiles not weighted by attribute importance

  4. Dollar Metric Scale

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