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Horlicks ( ) Boost ( )

When there are more than two stimuli to judge, the number
of judgements required in a paired comparison is given by the
formula:

N=

Where,

N = number of judgements
n = number of stimuli or objects to be judged
ii. Rank order scale/Forced comparison method

Rank order scaling is also known as a forced comparison
method, in which respondents are presented with numerous
◆ Ranking objects objects at once and are required to sort or rank them according to
a specific criterion. Under rank order method, the respondent must
rank or arrange the given objects according to their preferences.
Under ranking scale also ordinal scale is applied.
Example:

Rank the various brands of toothpaste in order of preference.
Begin by picking out the one brand that you like most and assign it
a number 1. Then find the second most preferred brand and assign
it a number 2 and the like up to 5.
Table 3.2.2

Brand Rank

Colgate

Close-Up

Pepsodent

Dabur

Neem

iii. Constant-sum scale
A constant-sum scale is a type of scaling technique in which
respondents are required to divide a specific number of points
or percentages as part of a total sum. In other words, a scaling
◆ Assigning a fixed technique that involves assigning a fixed number of units to each
number attribute of the object, reflecting the importance a respondent
attaches to it, is called constant-sum scaling. One of the advantages
of the constant-sum scaling technique is that it allows proper
discrimination between stimulus objects without consuming too
much time.

106 SGOU - SLM -MCom Research Methodology