extreme opposite statements e.g. strong-weak, modern-old fashioned, good service-poor service, are presented to the respondent and they are asked to grade between each statement on a scale of say 1-10; a profile can then be built up.
SEMANTIC DIFFERENTIAL SCALE
Meaning of SEMANTIC DIFFERENTIAL SCALE in English
Raynet Business and Marketing English glossary. Английский глоссарий компании Raynet Business and Marketing . 2012