---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-029.html"
title: "Comparative Scales: Paired Comparison"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 29
---

# Comparative Scales: Paired Comparison

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

### Paired Comparison

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

---

*Slide 29 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*