An exploration of the comparability of semantic adjectives in three languages: A magnitude estimation approach

Author： Voss Kevin E Stem Donald E Johnson Lester W Arce Constantino

ISSN： 0265-1335

Source： International Marketing Review, Vol.13, Iss.5, 1996-05, pp. : 44-58

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Abstract

Explores the interval nature of semantic scale adjectives across three languages: English, Putonghua Chinese, and Japanese. Reports on a pilot study conducted among native speakers of each language using the techniques of magnitude scaling. Respondents rated an assortment of common adjectives by comparing the magnitude of the word to a given modulus. The results indicate that the traditional translation/back-translation technique may not provide response intervals that are comparable cross-culturally. Further, between languages the results indicate that the meaning attached to the adjectives by native speakers varies substantially. Discusses implications for market research, as well as future areas of research.