Research Topics:

Data Analysis | Quantitative Research | Questionnaire Analysis

Content Type:

Glossary

Comparative Scales Definition

A judgment comparing one object, concept or person to another on a scale.

Comparative scales assess the relative differences or preferences among items, products or attributes. This process presents respondents with options and asks them to choose their preferences or opinions in relation to each option. Results are analyzed to determine the relative ranking of the products or services in question. The scales provide objectivity and structure to understanding consumer preferences. They allow researchers and businesses to quantify and rank the appeal of product and service options, which can contribute to data-driven decision-making.

Who relies on comparative scales?

Marketing researchers, product managers, advertisers and decision makers within businesses seek insights from comparative scales because the data can decipher customer preferences and the relative appeal of different offerings. Insights help entities make decisions about product development, marketing strategies and resource allocation.

Why should I care about comparative scales?

Comparative scales provide greater understanding of consumer preferences. Insights can help formulate marketing strategies and help businesses and market professionals to enhance products and services that match customer expectations.