What is a unipolar likert scale?
- focuses on the absence or presence of one thing
- starts at zero and goes to an extreme: Not at all satisfied, slightly satisfied, moderately…, very…, extremely/completely… (instead of using a very dissatisfied to very satisfied bipolar scale)
- no natural midpoint or neutral response
Why do these scales tend to get more accurate answers?
- requires less cognitive effort for respondents to answers than a bipolar scale
- midpoint option in bipolar scales can be interpreted differently, and used by some as an easy “don’t know”
- less chance for error (sometimes bipolar extremes aren’t truly opposites)