I would suggest that when trying to judge people's like or dislike of something, there are a few relevant scales of measure:
- How strong are any positive feelings for the product.
- How strong are any negative feelings for the product.
- How thoroughly have things that would cause positive or negative feelings been explored.
Since it's possible for strong negative feelings to be generated by problems which are easily fixed (and in some cases, the fact that a problem should be easily fixable may increase the extent of negative feelings), a company should want to know if there are many people who have both strong positive feelings and strong negative feelings, since addressing those people's complaints could generate massive goodwill relatively cheaply.
Additionally, a company may benefit from knowing if there are many people who discover things they don't like about a product before they delve deeply into it, and thus never go beyond those complaints. Further, if a product is designed to be useful at both a "shallow" level and a "deep" level, and only 10% of users go deep but 90% of those people have trouble, that would represent a very different picture from what one would get merely knowing that 9% of users had trouble.
A common problem with many surveys that try to restrict users' options is that they often don't provide choices that reflect what users want to say. Asking about positive and negative feelings separately will help users who think a product has some value but also have some major peeves with it; further, asking how well users have explored a product will help distinguish those who haven't found problems because there really aren't any, from those who haven't found problems because they've not used the product much.