Semantic scale, also known as semantic differential or Osgood scale (from the name of its creator – American psychologist Charles E. Osgood, 1916-1991) is commonly used for the evaluation of attitudes, products, or services.
Scale is made of a few points usually 5 or 7. Points can be labeled with numbers and extreme points are described with two bipolar adjectives – antonyms (f.e. good – bad, easy – difficult, interesting – boring, cheap – expensive, …).
Example 1. Semantic scale without labels
What is your opinion about product X?
Example 2. Semantic scale with labels
What is your opinion about product X?
The best way to create a semantic differential is to use a matrix question. It allows you to add labels on the scale end and provides an easy way to assess several items on a single scale. Read more about different scales and question types in our article Likert scale in surveys and market research