Semantic differential
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Semantic Differential (SD) is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts. The connotations are used to derive the attitude towards the given object, event or concept.
Osgood's Semantic Differential was an application of his more general attempt to measure the semantics or meaning of words, particularly adjectives, and their referent concepts. The respondent is asked to choose where his or her position lies, on a scale between two polar adjectives (for example: "Adequate-Inadequate", "Good-Evil" or "Valuable-Worthless"). Semantic differentials can be used to measure opinions, attitudes and values on a psychometrically controlled scale.
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