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
The correct answer and explanation is :
Correct Answer: B) Paired Comparison Scaling
Explanation:
Paired comparison scaling is a comparative scaling technique used in marketing research and psychology to measure preferences or attitudes. In this method, respondents are presented with two objects (items, brands, or attributes) at a time and are asked to choose which one of the two they prefer or judge more favorably based on a specific criterion.
This technique is especially useful when it’s difficult for respondents to assign numerical values or when ranking many objects simultaneously would be overwhelming. By simplifying the decision to just two choices at a time, the paired comparison method allows for easier and more accurate responses.
Key Features of Paired Comparison Scaling:
- Simplifies complex judgments by focusing on only two alternatives at a time.
- Allows for ordinal data collection, meaning it provides information about the order of preferences.
- The data collected can be used to derive a preference scale or ranking of all the objects by analyzing the frequency with which each object is preferred over the others.
Example:
Suppose a marketer wants to find out which of five soda brands (A, B, C, D, E) consumers prefer. Instead of ranking all five at once, consumers are asked to compare each possible pair (e.g., A vs. B, A vs. C, etc.) and select the one they prefer. After all pairs are compared, a preference ranking can be constructed.
Comparison with Other Options:
- A) Rank Order Scaling: Requires ranking all items at once.
- C) Constant Sum Scaling: Involves allocating a fixed number of points among items.
- D) Semantic Differential Scaling: Measures attitudes using bipolar adjective pairs (e.g., good–bad).
- E) Semantic Meaning Scaling: Not a standard term in scaling literature.
Therefore, the correct answer is B) Paired Comparison Scaling. Would you like a visual example of how paired comparison works?