Scales, Semantic Differential

Semantic differential is a type of rating scale used to measure the connotative meaning of concepts on a series of graduated scales. It is typically based on a seven-point rating scale, which features two contrasting adjectives, one at each end of the scale. The method is simple to set up and it offers rewards in data confidence.

Considered one of the most applicable techniques to use when assessing the intensity and direction of the meaning in the examination of concepts, semantic differential has been widely used in projects examining attitude change, attitude formation, and general attitude. For example, these scales are commonly used to examine changes in attitude within mass media programs, psychology, information systems, and communication research fields. They have also been ...

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