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Scaling technique divided into comparative scales and non-comparative scales. As shown in the Figure1, Paired Comparison, Rank Order and Constant Sum are comparative scales. Continuous rating scales and Itemized rating scales are non-comparative scales. Let’s look briefly at each in turn.
[pic]
Comparative scales
Paired Comparison Scaling
A respondent is presented with two objects and asked to select one according to some criterion. The data obtained are ordinal in nature. Paired comparison scaling is the most widely used comparative scaling technique. With n brands, [n (n - 1) /2] paired comparisons are required...
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