---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-028.html"
title: "Pros-and-Cons of Comparative Scales"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 28
---

# Pros-and-Cons of Comparative Scales

*Assessment*

+

### 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

−

### 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

---

*Slide 28 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*