Compare the rank order scaling technique to the paired comparison scaling technique

Question

What will be an ideal response?

Answer 1

After paired comparisons, the most popular comparative scaling technique is rank order scaling. In rank order scaling, respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. In paired comparison scaling, a respondent is presented with two objects and asked to select one according to some criterion. Like paired comparison, rank order scaling is also comparative in nature and it is possible that the respondent may dislike the brand ranked 1 in an absolute sense. As compared to paired comparisons, the rank order scaling process more closely resembles the shopping environment. It also takes less time and eliminates intransitive responses. If there are n stimulus objects, only (n - 1 ) scaling decisions need be made in rank order scaling. However, in paired comparison scaling [n(n - 1 )/2] decisions would be required. Another advantage is that most respondents easily understand the instructions for ranking. The major disadvantage is that this technique produces only ordinal data. Finally, under the assumption of transitivity, rank order data can be converted to equivalent paired comparison data, and vice versa.