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It sounds complicated, but setting up a semantic differential question is simple, and offers big payoffs in data confidence. We could use Likert scale questions like these: Or you could use this: Which do you think looks easier for the respondent?
Semantic Differential to the rescue! This is a rating scale that can measure respondent attitudes towards ideas, concepts, items, people, and events. Sometimes referred to as an attitudinal study. Osgood in precisely to measure the connotative meaning of cultural objects. The use of semantic differential questions have been seen in various social sciences, market research, and therapy.
Rather than using a generic scale that might range from very satisfied to very dissatisfied, as is commonly found in Likert scale questions, semantic differential questions are posed within the context of evaluating attitudes. In the example illustration above, the respondent can pick any of the five graduations between the adjectives, and the midpoint can instantly be recognized.
Setting Up the Semantic Differential Question in SurveyGizmo To deploy this powerful tool in your own surveys, add a question to your survey and select question type. In the row headers you can enter the bipolar adjectives that the respondent will see in this format: Strong Weak. The symbol between the adjectives is the pipe symbol. It is usually located above and to the right of the enter key on most keyboards. Reporting and Statistical Properties Semantic differential questions in SurveyGizmo report as a table with values and percentages for each option, along with the total number of responses.
In my example, I created ten test responses for the managerial review question. Here is what the summary report would look like: Our test data generating robots are fairly random. However, when taken by live respondents, trends or the lack of them would be readily apparent. For more information about semantic differential questions in SurveyGizmo, take a look at our documentation.
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