In this article, you will learn about the semantic differential scale. The Semantic Differential Scale is a seven-point rating scale that asks the respondent to select an appropriate position on a scale between two bipolar adjectives (such as “warm” or “cold,” “powerful” or “weak,” etc.).
This could be done by asking the participant to rank the following five attributes of a shopping stop on a scale of one to five, with one being the most important.
As a way of expressing his feelings about a given object, the respondent will place his or her mark anywhere in that range. For instance, in the preceding example, the shoppers’ stop is deemed to be organised, cold, modern, dependable, and simple by the reviewer(s).
Depending on the scale, negative adjectives may be positioned to the right or left of the scale. This is done to prevent respondents, especially those with strong positive or negative feelings, from merely marking the right or left sides of a scale without actually reading the labels.
There are two numerical ranges for a semantic differential scale’s items: -3 to +3 or 1 to 7 points. Through the use of profile analysis, the collected data is examined for any patterns. In profile analysis, the scale values’ means and medians are calculated and then plotted or analysed statistically to see how they compare. A comparison of the objects’ overall similarity and difference can be made using this technique.
The semantic differential scale can be used in marketing research because of its versatility. It is frequently used to compare the brand, the company’s image, and the product. Additionally, it aids in the development of a new product’s advertising and promotional campaigns.