Chapter 2 · Survey: Measurement and Scaling · Slide 29/274

Comparative Scales: Paired Comparison

For each pair of two objects, respondents select the one that in their opinion best fulfills a given criterion.

2.2 · Comparative Scales Method

For each pair of two objects, respondents select the one that in their opinion best fulfills a given criterion.

Below you are presented with ten pairs of beer brands. In each pair, please select the beer you would rather buy.

Warsteiner

Köstritzer

Oettinger

Becks

Paulaner

Warsteiner

←

↑

←

Köstritzer

↑

←

↑

←

Oettinger

↑

Becks

←

Paulaner

↑

←

↑

# times preferred

QUESTIONSTAR · Dr. Paul Marx 29 / 274