Question

You are asked to complete a short survey after attending a free comedy show on campus. If the first question asked you to give an overall impression of the comedian, and had a five-point scale ranging from "hilarious" on one end to "not funny" on the other end, it would be what type of marketing research question?

Answer 1

Answer: A Semantic Differential Scale question.

A rating scale question is a type of a closed-end question in which the person who takes the survey assess the question on a given scale.  

A rating scale may be a Likert scale or a Semantic differential scale.

In a Likert scale the choices usually range between strongly agree and strongly disagree.  

In a semantic differential scale, however, each end of the scale has opposing sentences. In the question above, the five-point scale ranges from “hilarious” to “not funny”. Since this scale has opposing sentences at each end, this question is a semantic differential scale question.