Guide to Creating a Semantic Differential Survey Question
A Semantic Differential (SD) question measures perceptions and attitudes by presenting respondents with a bipolar scale anchored by two opposite adjectives. Respondents rate their position on the scale.
Identify the attitude, perception, or opinion to evaluate.
Ensure the concept is clear and relevant to your study.
Choose opposing pairs that accurately reflect the construct.
Examples:
Useful – Useless
Reliable – Unreliable
Fast – Slow
Modern – Outdated
Common scales use 5, 7, or 9 points.
Odd-numbered scales allow for a neutral midpoint.
Example (7-point scale):
Useful ○ ○ ○ ○ ○ ○ ○ Useless
Present adjectives in a consistent order to avoid bias.
Use simple, widely understood adjectives.
Avoid double-barreled or ambiguous terms.
To reduce response patterns, you can randomly flip the positive and negative ends across different questions.
How would you describe the new company website?
| Modern | ○ | ○ | ○ | ○ | ○ | ○ | Outdated |
| Easy to Navigate | ○ | ○ | ○ | ○ | ○ | ○ | Difficult to Navigate |
| Visually Appealing | ○ | ○ | ○ | ○ | ○ | ○ | Unattractive |
Pilot test to check clarity and reliability.
Assign numerical values (e.g., 1 = Useful, 7 = Useless) for statistical analysis.
Compare means and standard deviations to interpret responses.
Following these steps ensures effective and unbiased Semantic Differential survey questions that provide valuable insights into attitudes and perceptions.