A Semantic Differential question is often used to gauge people's opinions when comparing two polarising words or phrases. You can present two options, one on the left of the scale and the other on the right. These are separated by a number of radial buttons (how many is up to you). The respondent would then select the radial button that most closely reflects their strength of feeling between the two options. For example, you may offer choices from Good through to Bad, or High through to Low.
This is a very effective way to gauge preferences or opinions.
Creating a Semantic Differential Question
To create your Semantic Differential question:
- Click Add Question on your survey.
- From the menu, select Semantic Differential.
- Type your question in the Question field.
- In the Row Choices fields, in the left hand boxes, type the text that will appear on the left-hand side of the selection radio buttons. In the right-hand boxes, enter the text to appear on the right-hand side of the radio buttons.
- In the Column Choices fields, type the text that will appear horizontally across the top of the selection radio buttons.
- Click the green Save Question button to add the question to your survey.
Sub-headings
Click the "Insert Heading" button to add a row option as a Sub-heading. Sub-headings are editable, and can be moved in the order of options, but will not show a scale for respondents. Options added as subheadings are marked with an "H" Icon.
Customising a Semantic Differential Question
When you build a Semantic Differential question, you can customise it with the following additional fields and options:
| Add "Comment" Text Box |
Adds a free text field underneath the question. |
| Require an Answer to this Question |
Forces the respondent to select an answer before they can progress to the next page. |
| Randomise, Sort or Flip Answer Choices |
Lets you control the order that the answers are presented: randomly, in alphabetical order, and so on. |