A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling

Question

Quizplus · Accepted Answer

The comparative scaling technique described is paired comparison scaling. Rank order scaling involves ranking several objects or attributes in order of preference. Constant sum scaling requires respondents to allocate a fixed sum of units among different attributes based on their importance. Semantic differential scaling asks respondents to rate an object or attribute on a series of bipolar adjective pairs. Semantic meaning scaling is not a commonly used scaling technique.

A Comparative Scaling Technique in Which a Respondent Is Presented