. Frontiers | Semantic Differential Scale Method Can Reveal Multi ... The items were presented in this order (factor dimension in parenthesis) Passive - Active (activity) Warm -- Cool Strong -- Weak Bad -- Good (evaluative) Loud -- Quiet (activity) Old -- Young Cheap -- Expensive (evaluative) Beautiful -- Ugly (evaluative) Happy -- Sad Delicate -- Rugged (potency) Calm -- Excited (activity) . The scale is used in surveys to gauge people's feelings towards a . Semantic Differential Scale is a survey or questionnaire rating scale that asks people to rate a product, company, brand or any "entity" within the frames of a multi-point rating options. What are examples of semantic differential? - Answers For example, if you were studying discrimination, you would create a list of items (10, for example) and then ask respondents to assign scores of 1 to 10 to each item. 1 - Very Unlikely 2 3 4 5 - Very Likely Job satisfaction survey semantic differential scales A way to avoid the problem of having to find polar opposites on the semantic differential scale but still have participants rate each adjective is to have respondents rate an adjective, term, or phrase and provide some level of intensity. It does so by asking respondents to make a judgement on a point-scale between two bipolar adjectives." For example, you could measure someone's attitude towards their workplace culture with the scale below: I find our workplace culture a seven-point scale. Its submitted by executive in the best field. Semantic differential scales, developed by Charles Osgood (1957), are used when researchers desire interval data where the data can be arranged in order and measured. Scales, Semantic Differential - SAGE Research Methods The semantic differential scale and the Likert scale mentioned above are part of the subjective scales since they both refer to the respondents' feelings, sentiments and impressions. SEMANTIC DIFFERENTIAL -is a scale used for measuring the meaning of things and concepts. Using The Semantic Differential Scale To Measure Customer Attitude