The semantic differential is a commonly used socio-psychological and sociological method for detecting subtle differences in the attitudes of respondents.The respondent always chooses one value on a scale between two opposing alternatives (eg, fast-slow, good-evil, ugly-nice).

Analyzing results

This question can be evaluated using the average values on the selected scale. The frequency analysis of individual values can also be used. A bipolar graph (which shows how people answered to one of the opposite values on average) can be used to display the results.

Options & Settings

  • Scale between bipolar expressions settings: minimum of 3 and maximum of 10 degrees.
  • Add an image or video to the question.