Institutional Learning and Change Initiative

The following text is drawn from Taylor-Powell et al  (1998).

Semantic differentials

Semantic differential can be used in surveys or rating forms to determine nuances of opinion about specific issues. It is a method of measuring personal meaning or attitudes about a concept. The differential represents adjective pairs on a continuum between whih respondents must choose. There are generally three major categories of meaning explored by the pais: value (good vs. bad, positive vs. negative, pleasing vs. annoying, etc); activity (fast vs. slow, effective vs. innefective), and strength (strong vs. weak, difficult vs. easy). The attributes of a concept one wants to explore determines which adjective pairs are used. It is a good idea to pretest your chosen pairs to eliminate any confusing or ambiguous terms. Also, be sensitive to cultural or situationally specific terms.

Source: Taylor-Powell, E., B. Rossing, et al. (1998). Evaluating Collaboratives: Reaching the potential. Program Development and Evaluation. Madison, Wisconsin: University of Wisconsin-Extension: 190. http://learningstore.uwex.edu/pdf/G3658-8.PDF