Comparative vs. Non-Comparative Scales in Marketing Research


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How many products would a study subject be evaluating in a semantic differential scale?

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1. Which type of scale would provide 50 chips to a subject and ask them to distribute the chips to each of 7 options based on how positively they view the brand's cupcakes?

2. If a customer is presented with 5 paper towel brands and asked to place them in order from the customer's highest preference to the lowest preference, the scale being employed is:

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About This Quiz & Worksheet

This quiz and corresponding worksheet is designed to be a quick and effective tool you can use to determine your depth of knowledge about comparative and non-comparative scales in marketing research. You must be able to describe the characteristics of these scales and define key terms to do well on this assessment.

Quiz & Worksheet Goals

For this quiz, you will be asked to:

  • Recognize how many products a study subject would evaluate in a semantic differential scale
  • Note which types of scales would be represented by given examples
  • Define valid data
  • Discuss which type of scale would involve asking customers whether they agree or disagree with a statement

Skills Practiced

  • Defining key concepts - ensure that you can accurately define valid data
  • Information recall - access the knowledge you've gained regarding semantic differential scales
  • Knowledge application - use your knowledge to identify types of scales based on described characteristics

Additional Learning

If you want to learn more, you can do so by studying the lesson titled Comparative vs. Non-Comparative Scales in Marketing Research. Information covered in this lesson includes:

  • What subjects are presented with when marketing researchers are collecting data using comparative scales
  • What is involved when using paired comparison scales
  • Which non-comparative scale is less frequently used
  • What is true of findings in a reliable study