Branching is a survey technique used with bipolar questions to improve reliability and validity. It involves first asking a preliminary question to direct respondents to one side of a spectrum (e.g., asking if they like or dislike an item) before providing them with more refined, specific choices on a rating scale.

Branching in Surveys

Which of the following best describes a bipolar scale?

A researcher designs a seven-point rating scale on which participants rate their anxiety from 'No anxiety at all' to 'Extreme anxiety.' This is an example of a bipolar scale.

A bipolar scale is a rating scale that measures a construct along a dichotomous spectrum, such as ranging from 'Like very much' to 'Dislike very much'. Seven-point formats are typically the most effective for these types of scales.

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A rating scale is an ordered set of response options provided for participants to choose from. It is typically used in closed-ended questionnaire items to measure quantitative variables, with common formats offering between three to eleven options.

Rating Scale

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A unipolar scale is a type of rating scale designed to test a single construct, such as the frequency of a behavior (e.g., ranging from 'Never' to 'Always'). A five-point format is generally recommended as the best practice for unipolar scales.

Unipolar Scale

Bipolar Scale

A balanced rating scale is designed with its most extreme response options symmetrically distributed around a neutral or modal midpoint. This balance prevents the scale from biasing respondents toward a particular direction.

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