A practical example of a comparative rating scale involves asking participants to compare two items directly, expressing both their preference and the strength of that preference.
Comparative rating scales are research tools used to understand how individuals perceive the relative merit of different options. According to the provided reference, a comparative scale asks your participants to rate their preference and strength of preference regarding the same notions of two objects of research. Instead of evaluating items in isolation, respondents consider them side-by-side.
Example: Rating Rental Car Tariff Plans
A clear example from the reference illustrates this concept:
- The online scale in the example asks respondents to rate their preference and intensity regarding two rental car tariff plans.
Let's visualize how this might look in a survey format:
Question: Please indicate which rental car tariff plan you prefer and how strongly you prefer it.
| Option 1 | Strength of Preference | Option 2 |
|---|---|---|
| Plan A (Basic) | Strongly Prefer Plan A -> Neutral <- Strongly Prefer Plan B | Plan B (Premium) |
Or using a different format focusing on intensity:
Question: Compared to Plan B (Premium), how much do you prefer Plan A (Basic)?
- Significantly prefer Plan A
- Moderately prefer Plan A
- Slightly prefer Plan A
- No preference
- Slightly prefer Plan B
- Moderately prefer Plan B
- Significantly prefer Plan B
This method forces respondents to make a direct trade-off or comparison, providing insight into relative value rather than absolute value. It's particularly useful when you need to determine which of several options is favored over others.
Why Use Comparative Scales?
- They help avoid the issue of respondents rating everything highly when evaluating items individually.
- They reflect real-world decision-making, where choices are often made by comparing options.
- They can reveal subtle differences in preference that might not be apparent with absolute scales.
In summary, comparing two rental car tariff plans based on preference and intensity is a direct example of how a comparative rating scale works, requiring participants to evaluate items relative to each other.
