C select one according to some criterion. It is like an ordinal scale in which two objects are ranked.

Let us
see pt, easy to administer and less time consuming
OMPARATIVE RATING SCALE
the example. We are presenting you with ten pairs of shampoo brands. Please indicate which one you
like for your use.

In
o
The relative importance of the attributes is determined by the counting the points assigned by all
respondents and dividing by the number of respondents. The main merit of the constant sum scale is
that it permits fine distinction of attributes of an object without much time. However it may be difficult
to allocate points
is also comparative in nature. It involves asking the respondents to rank various brands/objects with
regard to some criterion. For example a respondent may be asked to rank five print ads on the basis of
awareness, it provides, liking of the respondent or intention to buy. Look at the following data. Scale: In
constant-sum scale respondents are required to allocate a fixed number of rating point (usually 100)
among several objects. It is widely used to measure the relative importance of various attributes of the
object. See the following example. Please divide 100 points among the following characteristics of a
tooth paste that reflects the relative to administer than other comparative scale such as paired
comparison. The instructions for ranking objects are easy to comprehend. It is also said that the ranking
made by the respondent is closer to his/her real purchase situation. The major disadvantage of rank
order scale is that it produces only ordinal data. It does not mean that first preference in the set is the
most liked. It may be least disliked in the set.
Constant-Sum
importance of each characteristic to you in the selection of toothpaste. It an attribute is unimportant to
you, assign zero.

Taste _____________8_________ Fragrance _____________7_________ Tube
_____________5_________ Cleanliness of teeth _____________35________ Prevention of tooth decay
____________25________ Price _____________2_________ Quality _____________8_________
Shining of the teeth _____________10________ Total 100 _______


An Example of Rank-Order Scale
Please rank the follow First type of comparative scaling is paired comparison scale. Paired Comparison
Scale A paired comparative scale is a technique in which respondent is presented with two objects at a
time in the pair and asked ts. The main disadvantage of this scale is that respondents may allocate
points that exceeds or are short of the required total say 103o ing brands of fruit juices in order of
preference from 1 to 7.rate your most preferred brand as 1 and least preferred brand 7; all others are in
between No. 2 brands will receive the same rating. There is no right or wrong answer: it is just matter of
preference.
Brand
Preference
order
A 2
B 6
C 4
D 1
E 7
F 5
G 3
This technique is frequently used in marketing research. Advantages of rank-order scaling include that it
is simple conce A type of scale, w to several categoriethe above table, we see that figure 1 in the box
means that column brand is preferred to corresponding brand in row and a zero in the box means that
brand in row is preferred to the corresponding column.
Rank Order Scale: This scale hich requires the respondents to make their ratings as a series of relative
judgments or comparisons with a benchmarkperhaps another similar concept such as a comparative
brandexplicitly used as a frame of reference. In many cases the comparative rating scale presents the
ideal situation as a reference point for comparison with the actual situation. For example, please
indicate amount of space in your present car that compares with the amount of space you feel should
be in an ideal car.
or 97o instead of 100.