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Semantic Differential

A semantic differential is a bipolar evaluation scale, where on each side of the scale there are opposing adjectives – values of responses, e.g. happy/sad, very attractive/not attractive at all, very likely/not even probable, etc. With the semantic differential, we can measure the respondent's attitude to ideas, concepts, things, people and events.

Semantic differential as a table

To create a semantic differential in the 1KA tool, when editing the questionnaire in the 'EDIT' – 'Questionnaire' tab, click on Insert preferred question type (orange plus on the left side) and select Single answer tables – Semantic differential. On the left and right side of the radio buttons, we enter the appropriate opposing adjectives.

Semantic differential as a slider

The semantic differential can also be presented in the form of a slider. In the 1KA tool, you can do this by inserting the question type Data input – Slider. At Slider's properties:

  • set Lower limit: 1 and Upper limit: 5;
  • tick off the 'Show slider's interim labels' option;
  • tick off the 'Show descriptive labels above slider's Min and Max' option.

An example of a survey using a semantic differential >>