Semantic Differential

The Semantic Differential is a research method used to measure people's attitudes towards concepts or objects. It involves presenting participants with a scale featuring two opposing adjectives, such as "happy-unhappy" or "valuable-worthless." Respondents indicate their feelings about a subject by marking a point on the scale. This method helps researchers quantify subjective opinions and understand how people perceive different ideas, products, or experiences. It's widely used in psychology, marketing, and social sciences to gather nuanced insights into public attitudes and preferences.