XLSTAT: Semantic Differential Charts in Excel

 

Background

The psychologist Charles E. Osgood has developed the visualization method Semantic differential in order to plot the differences between individuals' connotations for a given word. When applying the method, Osgood asked survey participants to describe a word on a series of scales ranging from one extreme to the other (for example favorable/unfavorable). When patterns were significantly different form one individual to the other or from one group of individuals to the other, Osgood could then interpret the Semantic Differential as a mapping of the psychological or even behavioral distance between the individuals or groups.

This method can also be used for a variety of applications:

• Analysis of the experts perceptions for a product (for example a yogurt) described by a series of criteria (for example, acidity, saltiness, sweetness, softness) on similar scales (either from one extreme to the other, or on a similar liking scale for each criterion). A Semantic differential chart will allow to quickly see which experts agree, and if significantly different patterns are obtained.

• Survey analysis after a customer satisfaction survey.

• Profile analysis of candidates during a recruitment session.

 

Dataset for Example

The (attached) data for this example correspond to a survey where five experts have been asked to rate a product using six descriptors. The results are displayed in a table.  Our goal is to quickly visualize if there are some differences between the judges.

 

Setting Up

• Open XLSTAT.

• Click on the Sensory Profiling menu and select the Semantic Differential Charts feature.

In the General tab:

• Select the data on the Excel sheet in the dialog box that opens.

• Select the columns C to G in the Objects field.

• Select the columns A and B in the Descriptors field.

• Select the labels of the experts, and include the header, even if is blank, as the Variables labels option is activated.

• Click on the OK button to launch the computations.

• The results are displayed on a new Excel sheet.

 

Interpreting the Results

The semantic differential chart is displayed.

In this example, note that most of the experts gave different opinions. Only the experts 4 and 5 gave similar ratings.