A semantic differential scale is a type of survey tool used to measure people's attitudes or feelings about a specific subject. It typically consists of a series of bipolar adjectives, such as happy vs. sad or effective vs. ineffective, placed at opposite ends of a scale. Respondents indicate their position on the scale, allowing researchers to quantify subjective opinions. This method is valuable in various fields, including psychology, marketing, and social research. By analyzing the responses, researchers can gain insights into how individuals perceive a product, service, or concept, helping to inform decision-making and strategy development.