---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-038.html"
title: "Rank Order Scales: Pros-and-Cons"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 38
---

# Rank Order Scales: Pros-and-Cons

*Evaluation*

+

### 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

−

### 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)

---

*Slide 38 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*