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Paired Comparison

This week’s assignment involves some fieldwork. Develop three (3) comparative (paired comparison, rank order and constant sum) scales to measure attitude toward well known items. You could evaluate beverages, vending machine candy, movie genres, ethnic restaurants, etc. but all three scales must be on the same topic and there must be 4 or 5 choices. You must administer each of the three scales to five different people in person (for a total of 15). In your report you should include the actual scales used, your observations about how people handled each scale, and any problems encountered. Also discuss your preferences for which scale is best to use for that study.

For example, if I was going to ask people about their preferred sporting event to attend (baseball, football, basketball, hockey, soccer), I could do the following:

PAIRED COMPARISON: Which of the two sporting events would you prefer to attend? CIRCLE ONE IN EACH PAIR
1) Baseball or Football
2) Baseball or Basketball
3) Baseball or Hockey
4) Baseball or Soccer
5) Football or Basketball
6) Football or Hockey
7) Football or Soccer
8) Basketball or Hockey
9) Basketball or Soccer
10) Hockey or Soccer

RANK ORDER: Please rank the five sporting events below from 1 to 5 based on what you would prefer to attend most (rank = 1) to least (rank = 5)
_____ Baseball
_____ Football
_____ Basketball
_____ Hockey
_____ Soccer

CONSTANT SUM
Below are five sporting events that people regularly attend. Please allocate 10 points among these five sports to reflect how much you would prefer to attend each. If there is a sport that you would never attend by choice, allocate zero points. If a sporting event is twice as desirable as another, you should allocate twice as many points. Please check that the total equals 10 points.
_____ Baseball
_____ Football
_____ Basketball
_____ Hockey
_____ Soccer

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