Check box or radio buttons

The radio button is the textbook way to do what you want to do. But you can use checkboxes with data validation to prevent multiple checks in the same row.

I have added this data validation rule to your file:

Formula:

=COUNTIF($B3:$D3,TRUE)<=1

The main difference between this and radio buttons is that if you decide you want to change your selection, you have to first uncheck the box you checked, then check the correct on. With radio buttons, only one click needed.

BTW I don't think this approach will work with controls, only with the new Insert > Checkbox feature.

EDIT: The post above mine provides VBA that will cause the checkboxes to work just like radio buttons.