---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-025.html"
title: "Comparison of Scaling Techniques"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 25
---

# Comparison of Scaling Techniques

*The measured value of an object results from the direct comparison with another object.*

Direct

Comparative Scales

The measured value of an object results from the **direct comparison** with another object.

Data can only be interpreted as relative positions — ordinal **ordinal** level of measurement only (rank order).

Isolated

Non-Comparative Scales

Each object is judged in isolation — that is, **independently** of other objects.

Measurement results are usually treated as **interval** scaled or **metric** .

The choice between the scaling techniques depends on:

Nature of the research question Variability of the measured value in the population Methods of data analysis

---

*Slide 25 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*