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Chapter 2 · Survey: Measurement and Scaling · Slide 28/274

Pros-and-Cons of Comparative Scales

Assessment

2.2 · Comparative Scales Assessment

Pros-and-Cons of Comparative Scales

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Pros

  • Small differences between objects can be registered
  • The same known reference points for all respondents
  • Easy to understand and use
  • Require fewer theoretical assumptions
  • Tend to reduce halo and carryover effects
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Cons

  • Only ordinal or rank-order level of measurement → limited choice of statistical methods for data analysis
  • Data can only be interpreted as relative positions
  • Impossible to generalize beyond the set of objects rated
QUESTIONSTAR · Dr. Paul Marx 28 / 274
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