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Semantic Differential Scales

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.



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