What must be considered when choosing the values and wording on a Likert scale? It is best to only use one type of rating scale (e.g., satisfaction OR frequency but not both) in a survey to avoid confusion. Labels are commonly attached to each point unless the scale has more than six numbers; if more than six numbers only the endpoints (i.e., extremes) need labels. To avoid bias, scales that measure attitudes should start with positive labels (highly satisfied) and end with negative ones (highly dissatisfied). Likert scales used to assess attitudes should start with negative (highly dissatisfied) and end with positive (highly satisfied) labels. It is recommended to have a midpoint label that is part of a continuum