The semantic differential is a rating scale that measures attitudes by having respondents rate concepts, ideas, or things on polar adjective scales. It uses bipolar adjective pairs with opposing meanings, like good-bad, at each end of the scale to gauge a respondent's feelings toward the subject being studied. Effective use of semantic differentials involves keeping the number of items rated below 20 and between 10-12 adjective pairs to avoid fatigue, randomizing the placement of positive and negative adjectives, and providing clear instructions for respondents.

1. SEMANTIC DIFFERENTIAL
-is a scale used for measuring
the meaning of things and concepts.

2. -This is a rating scale that can measure
respondent attitudes towards ideas, concepts,
items, people, and events.
-When you employ semantic differential
questions the data gathered can give you a
powerful picture of the respondent’s attitude
toward the subject being studied.

6. The scale is set up
using polar adjectives at
each end.

7. Tips for doing layout for Semantic
Differentials
• To avoid fatigue or boring the respondent, do
not use more than 20 lines, and 10-12
adjective pairs is better.
• Do not put all the "good" adjectives on one
side, as it might bias the responses
• Provide clear instructions for the respondent
so that they put their marks in the right place.