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You have been asked to develop a scale that assesses the relative importance of factors that...

You have been asked to develop a scale that assesses the relative importance of factors that influence the purchase of a smartphone. Would you use a comparative or non-comparative scale? Why? Within your choice of comparative or non-comparative, what specific scale would you use? Why?

What are the arguments for and against a neutral response category with a balanced scale?

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Answer #1

As we need to assess the relative importance of factors, which help in deciding the purchase of smartphone, we need to use a comparative scale. With comparative scale, the factors can be effectively compared with each other.

To be specific, a ordinal scale can be used in this case to effectively measure the relative preference of the factors. An ordinal scale will be able to effectively highlight the difference between 2 factors, thereby making the choice easy.

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