August 2018
Beginner
202 pages
8h 51m
English
Content preview from Remote Usability Testing
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Semantic differential scale
A semantic differential scale is a closed question that will yield the participants' perception of the product under testing (or an aspect of it) based on their rating of pairs of bipolar adjectives that describe it, such as "active" and "passive", or even phrases such as "large product range" and "narrow product range".
By listing both bipolar adjectives, semantic differential scales help in formulating questions more neutrally than using a Likert scale would. With a Likert scale, a question could be "Please rate this statement: I found the website to be attractive.", while the semantic differential equivalent would be "I found the website to be …" and the participant would choose between the adjectives "attractive" ...
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