Abstract
An accurate assessment of product image is a prerequisite to designing an effective marketing strategy. Studies of products, brands, retail stores, and tourism destinations have typically used either multidimensional scaling or semantic differential scales to assess images. The current study suggests thatfree elicitation of descriptive adjectives can serve a similar function with advantages in ease of data collection, straightforward analysis, and ability to specify intersegment differences. The use of the procedure is demonstrated with data from two tourism studies, one on the state of Montana and onefrom an on-slope interview at a ski area.
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