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Chapter 2 · Survey: Measurement and Scaling · Slide 34/274

Comparative Scales: Rank Order Scaling

Respondents put several objects into an order — based on a particular criterion.

2.2 · Comparative Scales Method

Comparative Scales: Rank Order Scaling


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Rank Order Scaling

Respondents put several objects into an order — based on a particular criterion.

Please arrange the soft-drink brands listed below according to your preferences. To do so, first select the brand you prefer most and assign it rank 1. Then assign rank 2 to the second-best brand. Continue rating until you have assigned a rank to all brands. The last, least preferred brand must be given rank 5.

No two brands may receive the same rank.

The preference criterion is entirely up to you. There are no right or wrong answers. Just try to be consistent.

BrandRank
Pepsi-Cola_________
Coca-Cola_________
Red Bull_________
Sprite_________
7-Up_________
QUESTIONSTAR · Dr. Paul Marx 34 / 274
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