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It depends on where the data is being entered. If it's on a web-to-lead form, you're going to have to use a web-based means (such as javascript) of validation to make it required.
If it's just inside Salesforce, edit the Page Layout and double-click the field to mark it required.
Finally, you could add a validation rule, which would catch it on all page layouts, but still won't stop a web-to-lead from being added without using web-based validation.
By the way, just a friendly reminder: one question mark communicates a question just as well as 4.
All Answers
It depends on where the data is being entered. If it's on a web-to-lead form, you're going to have to use a web-based means (such as javascript) of validation to make it required.
If it's just inside Salesforce, edit the Page Layout and double-click the field to mark it required.
Finally, you could add a validation rule, which would catch it on all page layouts, but still won't stop a web-to-lead from being added without using web-based validation.
By the way, just a friendly reminder: one question mark communicates a question just as well as 4.