Get more accurate answers by using unipolar likert scales

tip-tuesdays
surveys
likert-scale

(Stacey McDonald) #1

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)