Semantic Differential Scale

Semantic Differential Scales are used to quantitatively measure attitudes and perceptions regarding people, brands, activities, etc. A typical semantic differential scale is a 7-point scale, with a neutral point in the middle. On either end of the scale are opposing adjectives or statements, so respondents select the point on the scale indicating which side of the scale best reflects their opinion, and the degree to which they feel that way.

Below is an example of a Semantic Differential scale. While 7 points is standard, the scale can have more or fewer points, and be either even (4,6,8 points on the scale, no neutral point), or odd (3,5,7 points on the scale, with a neutral point). There is a very wide variety of coding scales that can be used for this.

Semantic Differential Scales

Semantic Differential scales are frequently used to measure attitudes towards and perceptions of activities and brands. This also makes them valuable questions to include in a segmentation, and thus answers on such scales are often used in typing tools to allocate survey respondents to a particular segment.