Semantic differential

A semantic differential is useful to measure what the attitude is of the respondent towards something. In a semantic differential, you have two opposing characteristics  at either end of a scale (also called a bipolar pair). This scale in the middle typically has five or seven items. When the number of items on the scale is uneven, the middle one expresses a neutral point between the two extremes. But this is not necessarily so, you can also have a scale with an even number of items - sometimes up to ten items are used in the scale.

Example of a semantic differential

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