Reference table
Which rating scale polarity to use, by measure
A reference table that matches common survey and interview measures to the right rating scale polarity, with example end labels for each. Importance, frequency, confidence and likelihood suit unipolar scales; satisfaction, agreement, ease and attitude suit bipolar ones. Use it while writing questions so the wording, labels and polarity all agree. Koji scale questions let you set the range and label both ends.
Where this appears
What's in this reference table
| You are measuring | Polarity | Example labels |
|---|---|---|
| Importance, interest, usefulness | Unipolar | Not at all important to Extremely important |
| Frequency of a behaviour | Unipolar | Never to Always |
| Confidence or certainty | Unipolar | Not at all confident to Completely confident |
| Likelihood of an action | Unipolar | Not at all likely to Extremely likely |
| Satisfaction vs dissatisfaction | Bipolar | Very dissatisfied to Very satisfied |
| Agreement with a statement | Bipolar | Strongly disagree to Strongly agree |
| Ease compared with expectations | Bipolar | Much harder to Much easier |
| Attitude toward a change | Bipolar | Strongly oppose to Strongly support |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/rating-scale-polarity-guide-by-measure"><img src="https://www.koji.so/visuals/rating-scale-polarity-guide-by-measure/rating-scale-polarity-guide-by-measure.png" alt="Table of common survey measures and their polarity, from importance and frequency to satisfaction and agreement, with example labels" width="1200" height="885" /></a>
<p>Source: <a href="https://www.koji.so/visuals/rating-scale-polarity-guide-by-measure">Which rating scale polarity to use, by measure</a>, Koji</p>
