According to the text, noncomparative scales are also referred to as __.
A) metric scaling
B) random scaling
C) interval scaling
D) nonmetric scaling
E) substantive scaling
The correct answer and explanation is :
The correct answer is D) nonmetric scaling.
Explanation:
Noncomparative scales are also referred to as nonmetric scaling because they focus on qualitative measurement and do not rely on predefined numeric values or metrics. These types of scales are commonly used in fields like marketing research, psychology, and sociology, where the goal is to assess preferences, attitudes, or opinions without necessarily quantifying the exact intensity or degree of those preferences in a measurable, numeric way.
Key Characteristics of Nonmetric Scaling:
- Qualitative Data: Nonmetric scales typically generate qualitative data, such as categories, rankings, or classifications, instead of numeric measurements. For instance, participants might be asked to rank a series of items based on personal preference (first, second, third, etc.), but without assigning specific numerical values to these ranks.
- Ordinal Measurement: Often, nonmetric scales use ordinal data, which involves the ranking of items or choices but does not assign an exact distance between ranks. For example, in a survey where respondents rank brands as “most preferred,” “second most preferred,” etc., the order matters, but the difference between the rankings is not necessarily equal or measurable in numerical terms.
- Types of Nonmetric Scales: Examples include Likert scales, semantic differential scales, and ranking scales. These tools are designed to capture the intensity or preference of an individual but do not quantify the response in terms of intervals or ratios, as would be the case in metric (interval or ratio) scales.
- Uses in Research: Nonmetric scaling methods are commonly used when precise measurements are not required, and researchers are more interested in understanding general patterns, attitudes, or preferences that can be categorized. For example, market researchers might use nonmetric scales to assess consumer opinions about a product without focusing on the precise magnitude of preference.
In summary, nonmetric scaling is used when the goal is to assess relationships or preferences based on rank or category, without needing to assign numeric values to the data. This method is contrasted with metric scaling, which provides quantitative measurements with meaningful intervals or ratios between the points.