Semantic differential

Description

The Semantic Differential question scale offers a bipolar pair of adjectives between which the respondent must choose along some form of scaling (typically a five-point scale).

The pairs of words need not be opposite and may be used to discover fine differences in viewpoint. They are often adjectives.

Example

Please indicate your opinions about the 'Jolly Boys' TV show by checking one box in each row below:

very

much

some-
what

neither

some-
what

very
much

enjoyable

[ ]

boring

likeable

[ ]

challenging

noisy

[ ]

fascinating

silly

[ ]

ridiculous

Alternative form, using unmarked, continuous scale (with central position):

enjoyable

__________________|__________________

boring

likeable

__________________|__________________

challenging

noisy

__________________|__________________

fascinating

silly

__________________|__________________

ridiculous

Discussion

This is a relatively unusual form of question that is used in more specialist surveys where the connotative meaning is being explored.

Pairs of words are often clear opposites. This is not always the case, in which case there is more cognitive challenge. This style can be used to test interpretation of words or subconscious perception. It is also possible people will ignore or select random response.

Unmarked scales are more difficult to code afterwards, although this can be done with a Likert-type overlay. The advantage of these is that they are not dependent on the interpretation of words (for example, 'somewhat' can mean a lot or a little to different people). Respondents will tend to score these relatively - thus if they feel less strongly about a question than the previous one, they will mark the scale in a more central position.

This method gives interval data.

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Semantic differential

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