COMPARISON OF RATING SCALES: SENSITIVITY, REPLICATES AND RELATIVE MEASUREMENT

The relative sensitivities of four scaling methods were assessed in central location tests with untrained judges. The scales included category scales, line scales, magnitude estimation, and a hybrid of the line and category scales. Approximate parity was observed among category scales, line scales and the hybrid scale in their ability to differentiate small physical differences. Magnitude estimation was used as efficiently as the other methods by a college population, but less efficiently by a heterogeneous sample of consumers. Judges used the scales with greater accuracy as they became familiar with the range of products to be judged. In spite of relatively small physical differences, subjects used wide ranges of the scales, supporting the view that rating scales are relative, not absolute, measuring instruments.

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