The scaling techniques commonly used in marketing research can be classified into ________ and ________.
A) random; nonrandom scales
B) comparative; noncomparative scales
C) interval; ratio scales
D) nominal; ordinal scales
E) object; non-object scales

Question

Quizplus · Accepted Answer

The commonly used scaling techniques in marketing research can be classified into comparative and noncomparative scales. Comparative scales require respondents to compare one object, concept, or idea with another, while noncomparative scales evaluate an object, concept, or idea based on a singular characteristic or feature. Other options listed are classifications of different types of scales, but not the most appropriate answer to the question.

The Scaling Techniques Commonly Used in Marketing Research Can Be