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Scaling techniques in social science research are essential tools for measuring abstract concepts such as attitudes, perceptions, preferences, and opinions. These techniques convert qualitative attributes into quantitative measures, enabling statistical analysis and meaningful interpretation of data. Broadly, scaling techniques can be classified into comparative and non-comparative scales. Comparative scaling techniques involve direct comparison between objects. Paired comparison is one such method where respondents choose between two options at a time. It is simple and useful for ranking preferences, but becomes impractical when the number of items increases. Rank order scaling requires respondents to rank several items based on a ________ _____ _______ __________ _________ ____.
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