<Li> Provide answers that they believe will be evaluated as indicating weakness or presence of impairment / pathology ("faking bad"), </Li> <Li> Try to portray themselves or their organization in a light that they believe the examiner or society to consider more favorable than their true beliefs (social desirability bias, the intersubjective version of objective "faking good" discussed above); </Li> <Li> Try to portray themselves or their organization in a light that they believe the examiner or society to consider less favorable / more unfavorable than their true beliefs (norm defiance, the intersubjective version of objective "faking bad" discussed above). </Li> <P> Designing a scale with balanced keying (an equal number of positive and negative statements and, especially, an equal number of positive and negative statements regarding each position or issue in question) can obviate the problem of acquiescence bias, since acquiescence on positively keyed items will balance acquiescence on negatively keyed items, but defensive, central tendency, and social desirability biases are somewhat more problematic . </P>

One type of measurement that allows for responses along a continuum is a likert scale