Table 2 Horizon comparison between preference measurement methods
Methods | Semantic Differentials (SD) | Stated Preferences (SP) | Means-End Chain (MEC) |
|---|---|---|---|
Author(s) | Osgood et al. (1957) | Kroes and Sheldon (1988) | Rokeach (1973) |
Core | Semantic Differential Scale | Random Utility Theory | Means-End Chain Theory |
Differences | i) Questionnaire based on the real environment ii) Use a series of adjective pairs to describe the problem | i) Questionnaire based on virtual/real environment ii) Control for relationships between attributes iii) Strict requirements for the sample size | i) Semi-structured interviews based on a series of pre-set questions iv) Complete investigation through semantic analysis |