Using a Semantic Differential question in Survey Research

Using a Semantic Differential question in Survey Research

Today I would like to briefly discuss using a Semantic Differential question in Survey Research.

The semantic differential question type can be classified as an interval question and is based on a point rating scale. It is used to measure a respondents’ view or reaction to stimulating words and concepts. Some scales that you might include in your survey can be Hot/Cold, Satisfied/Unsatisfied, Relaxed/Tense and Old/Young.

Here is an example:

Please provide your opinion on the Company Health Insurance Plan

Useful ___:___:___:___:___:___:___:___:___:___ Useless
Clear ___:___:___:___:___:___:___:___:___:___ Unclear
Content ___:___:___:___:___:___:___:___:___:___ Disappointed
Interesting ___:___:___:___:___:___:___:___:___:___ Boring
Strong ___:___:___:___:___:___:___:___:___:___ Weak

Typically, the Semantic Differential question has a range of between 5 to 10 point response scales (depending on your research objectives) with bipolar adjectives at each end, as shown in the above example.

The benefit of the Semantic Differential question is that it can identify favorable or objectionable aspects and provides an overall scale score or average for the question that is being asked in your survey.

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