管理谘詢核心課程《企業研究方法》(ppt 26頁)

Rating and Ranking Scales
Rating Scales
have several response categories and are used to elicit responses with regard to the object, event or person studied.
Ranking Scales
make comparisons between or among objects, events or persons, and elicit the preferred choices and ranking among them.
dichotomous scale
category scale
Likert scale
numerical scales
semantic differential scale
itemised rating scale
fixed or constant sum rating scale
Stapel scale
graphic rating scale
consensus scale
Paired Comparison
Used when, among a small number of objects, respondents are asked to choose between two objects at a time.
The paired choices for n objects will be ((n) (n-1)/2).
Forced Choice
Rank your preferences among the following magazines, 1 being your preferred choice and 5 being your least preferred:
Australian Financial Review __
Business Review Weekly __
Playboy __
The Economist __
Time __

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