In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?
A) direct
B) indirect
C) derived
D) preference

Question

Quizplus · Accepted Answer

This approach is called direct comparison scaling, where respondents are asked to directly compare two brands or stimuli in terms of their similarity or preference. Likert scale is one of the common scales used in this approach. The other approaches listed do not typically involve comparing two options in this way.

In Which Approach to Collecting Perception Data Are Respondents Often