What type of scale asks a respondent to rate a concept, such as a brand, in comparison with a benchmark (i.e., a competing brand) explicitly used as a frame of reference?
A) comparative rating scale
B) monadic rating scale
C) semantic differential
D) ladder scale

Question

Quizplus · Accepted Answer

A comparative rating scale asks respondents to compare a concept, such as a brand, against a benchmark or competing brand explicitly used as a frame of reference. The other options (monadic rating scale, semantic differential, ladder scale) do not explicitly involve a comparison to a benchmark.

What Type of Scale Asks a Respondent to Rate a Concept