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I think it depends upon the question you are framing around these options. From your options I believe it is framed around some security related questions. General users tendency is to look for relevant options by reading them all and chose the most suited to them. I recommend "Doesn't matter" should be placed in the last of the queue.


"Doesn't Matter" style questions and "Not Applicable" answers require a different science. It's important to understand that "Doesn't Matter" or "Not Applicable" used the wrong way could lead to an inability to collect data accurately. I actually created a video topic about this on YouTube if you wish to take a look and review: ...


I would definately split the question. What I perceive the security to be, does not necesarrily have anything to do with whether or not it matters to me (I might say that the security is really bad but that does not matter to me because I don't use cloud services). Furthermore, quite often you only label the end-point of such a scale thereby making the data ...


I would say Very Secure | Secure | Insecure | Very Insecure ||| Doesn't Matter e.g. separate it visually from the rest of the options.


I agree with @Jayfang's comment, what does "Doesn't Matter" mean? I think your dilemma is that Doesn't Matter could represent both the middle ground, or just that the user doesn't know. Split them out like this: Very Secure | Secure | Average | Insecure | Very Insecure | No Opinion


I think visually distinctive on the right would make the most sense. To me, it's an alternative to the other answers on the question. I wouldn't recommend placing it in the middle, because if someone doesn't have an opinion about something, you shouldn't count it as neutral (because neutral is an actual opinion).


For me personally "It doesn't matter" means that I don't have a strong opinion towards Very much or Not at all. So in your case I would go for the middle, representing indifference.


Semantic differential scale (SDS) To begin with, your example of SDS is incorrect (Love - Like - Indifferent - Dislike - Hate). Essentially, you have amplified a key challenge in differential scales - coming up with a dichotomous pair. SDS pairs A SDS is based on a dichotomous (bi-polar) pair of adjectives. For example: Simple O O O O O Complex ...

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