The semantic differential scale is used in surveys to capture people’s emotional responses or attitudes toward a specific topic and to let customers evaluate products, services, brands or organisations.
Typically, a semantic differential is a rating scale that starts and ends with opposite adjectives, for example:
- “like – not like”,
- “satisfied – dissatisfied”,
- “would recommend – would not recommend”.
Between the two ends you place intermediate options that describe varying degrees of the attitude.
