A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:
A)graphic rating scale.
B)noncomparative rating scale.
C)comparative rating scale.
D)nominal scale.
E)hybrid scale.

Question

Quizplus · Accepted Answer

A comparative rating scale would be most appropriate for this objective since the researcher intends to compare people's perception of prices to those at Target. In a comparative rating scale, respondents are asked to rate a brand or product in comparison to a standard reference, which in this case is the prices at Target. This type of scale allows for easy comparison between the two brands or products. The other options such as graphic rating scales, noncomparative rating scales, and nominal scales do not necessarily involve a comparison to a standard reference. A hybrid scale may involve elements of both comparative and noncomparative scale, but based on the given objective, a comparative scale is sufficient.

A Researcher Is Interested in Finding Out People's Perception of Their