Stapel Scale or Semantic Differential in Marketing Research?

This article examines the differences between using staple scales and semantic differential techniques when conducting marketing research. The authors examines the utilization of scaling techniques during research interviews and present a comparison of semantic differentials with other methods used to obtain data from respondents. They discuss some of the differences between the Staple scale and the semantic differential method. Their findings indicated that the Staple scale could be influenced by the method of administration while the semantic differential method was not.