What are semantic differential scales and how is this question type used in surveys? Read on for a definition, the pros and cons, and examples to inspire your next questionnaire.

What is a semantic differential scale?

A semantic differential scale is a form of rating scale commonly employed in surveys to gauge respondent’s emotional attitudes towards a specific product, brand, company or concept.

Devised by the American social psychologist Charles Osgood in the 1950s, semantic differential scales use a pair of polar-opposite adjectives or phrases to describe different aspects of the object or concept being assessed. Using adjectives such as satisfied and unsatisfied, love and hate, healthy and unhealthy, the user is then invite to indicate their feeling along a scale between the two.

The fundamental premise of semantic differential scales is that people’s attitudes towards an object or concept can be measured by having them rate it along such a spectrum, such as between positive and negative, good and bad, strong and weak, etc. Researchers can thereby obtain a more comprehensive understanding of how people feel about something and what factors are most influential in shaping their attitudes.

Advantages and disadvantages

Semantic differential questions are being put to good use to illuminate research areas such as employee engagement, customer satisfaction, patient experience and so on. But there are some advantages and disadvantages of using semantic differential scales that need to be considered when using this question type.

Benefits of semantic differential scales

User-friendly: Semantic differential scales are relatively straightforward and simple to understand, making them a preferred option for surveys and other research studies.

Versatility: Semantic differential scales can be employed to measure attitudes towards a broad range of objects and concepts, including products, services, political candidates, and more.

Quick administration: Because semantic differential scales are typically brief and uncomplicated, they can be swiftly and efficiently administered, making them suitable for large-scale surveys or studies.

Nuanced insights: By measuring attitudes along several dimensions, semantic differential scales can reveal subtle and nuanced facets of people’s attitudes that may be overlooked by simpler rating scales.

Disadvantages of semantic differential scales

Interpretation: Since semantic differential scales rely on subjective interpretations of adjectives and phrases, there is a likelihood that people’s responses may be influenced by their personal biases and experiences.

Limited response options: Semantic differential scales typically offer a restricted range of response options, which may not capture the full gamut of attitudes that people hold towards an object or concept.

Contextual bias: The context in which the semantic differential scale is presented may impact people’s responses. For instance, if a survey is conducted immediately after negative news about a product, people may rate it more negatively than they would otherwise.

Example semantic differential scale questions

Using the sematic differential question type with SmartSurvey, you would present your two options, one on the left of the scale and the other on the right.

These polar opposite ratings are then separated by a number of radial buttons (how many you use is entirely up to you, although a scale of 7 is commonly used, and is reflected in the survey question examples shown below).

The respondent then selects the radial button that most closely reflects their strength of feeling between the two opposing options. Here are some example sematic differential questions for inspiration:

On a scale of 1 to 7, with 1 being “weak” and 7 being “strong,” how would you rate your overall impression of this product?

On a scale of 1 to 7, with 1 being “unfriendly” and 7 being “friendly,” how would you rate the customer service you received from our team?

On a scale of 1 to 7, with 1 being “boring” and 7 being “exciting,” how would you rate your experience attending this event?

On a scale of 1 to 7, with 1 being “unhealthy” and 7 being “healthy,” how would you rate this meal?

On a scale of 1 to 7, with 1 being “incompetent” and 7 being “competent,” how would you rate the job performance of your supervisor?

Wrapping up

Semantic differential scales are a valuable tool for measuring attitudes towards various objects and concepts, from products to brands to employers. Although they do have certain limitations, such as the risk of interpretation bias and limited response options, semantic differential questions are generally user-friendly, versatile, and quick to administer.

By utilising semantic differential scales in surveys and other research studies, researchers can gain a deeper insight into people’s attitudes and opinions towards different subjects.

Likert scales share similarities with semantic differential scales and should also be considered, whilst rank order questions can prove complimentary also, by providing respondents with a list of options and asking them to place them in order.