RESEARCH METHOD
75 Semantic Differential
Semantic differentials can help reveal “felt” meanings that are a direct product of one’s experiences, culture, and dearly held beliefs.1
The semantic differential scale is a linguistic tool designed to measure people’s attitudes toward a topic, event, object, or activity, so that its deeper connotative meaning can be ascertained. Although used in marketing surveys to evaluate products and services, its original intention was to measure social attitudes by exposing the outer limits of a semantic space. Its recent popularity is probably due to its straightforward format: the respondent is asked to indicate ...
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