A scale used for a range of responses with the extremes at opposite ends and more moderate responses in the middle.
It forces the respondent to make some sort of choice rather than to stay neutral. An example of a bipolar scale would be the following choices:
A four-point scale is useful if what is being measured does not have absolutes. Many researchers stay away from five-point scales because respondents frequently choose the middle (3) or average response if they do not have a strong leaning one way or another.
Subjects: Marketing — Psychology.