---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-052.html"
title: "Semantic Differential"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 52
---

# Semantic Differential

*A bipolar rating scale whose extremes are described by opposing adjectives. It allows the measurement of multidimensional attitudes and their profile…*

### Semantic Differential

A bipolar rating scale whose extremes are described by **opposing adjectives** . It allows the measurement of multidimensional attitudes and their **profile representation** .

How do you rate the appearance of “Kaufhof”? Please mark to what extent you lean more toward one pole or the other.

Kaufhof is …

Strong

Weak

Unreliable

Reliable

Modern

Old-fashioned

Cold

Warm

Careful

Careless

**Note:** The negative adjectives sometimes appear on the left, sometimes on the right. This makes it possible to check afterwards whether respondents thoughtlessly always marked the same side without reading the adjectives.

---

*Slide 52 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*