The Semantic Differential Scale
The semantic differential scale asks a person to rate a product, brand, or company based upon a seven-point rating scale that has two bi-polar adjectives at each end. The following is an example of a semantic differential scale question.

Example:
Would you say our web site is:

• (7) Very Attractive
• (6)
• (5)
• (4)
• (3)
• (2)
• (1) Very Unattractive

Notice that unlike the rating scale, the semantic differential scale does not have a neutral or middle selection. A person must choose, to a certain extent, one or the other adjective.