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Chapter 2 · Survey: Measurement and Scaling · Slide 38/274

Rank Order Scales: Pros-and-Cons

Evaluation

2.2 · Comparative Scales Evaluation

Rank Order Scales: Pros-and-Cons

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Pros

  • Direct comparison
  • More realistic than paired comparisons
    • Number of comparisons is only (n − 1)
    • Easier to understand
    • Takes less time
    • No non-transitive answers
    • Data can be converted into paired comparisons
  • Good for measuring brand and attribute preferences
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Cons

  • Preferring A over B does not mean the respondent likes A
  • No zero point — no separation between liking and disliking
  • Only ordinal data
  • Violation of the transitivity assumption possible (when aggregating)
QUESTIONSTAR · Dr. Paul Marx 38 / 274
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