Comparative Scales

A comparative scale is an ordinal or rank order scale that can also be referred to as a non-metric scale.  Respondents evaluate two or more objects at one time and objects are directly compared with one another as part of the measuring process.

For example you could ask someone if they prefer listening to MP3s through a Zune or an iPod. You could take it a step further and add some other MP3 player brands to the comparison.  MP3 players would be scaled relative to each other and the scale position of any one player would depend on the the scale position of the remaining players.  Because they are being compared differences such as who has the click wheel are effectively forced.  Where this is limiting is evident when you find no standard of comparison outside the objects being compared. No generalizations are made outside of these objects.  Often used when physical characteristics of ________ ______ __________ _______ ____.
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