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Rank-order scales (ranking) Definition

Scales in which the respondent compares one item with another or a group of items against each other and ranks them.

Rank-order scales require respondents to compare a list of items and assign a rank to each based on preference, importance or another criterion. Unlike rating scales, ranking forces a comparative evaluation between options.

Who relies on rank-order scales (ranking) in market research?

Consumer insights teams, product developers, brand managers, UX researchers and survey designers rely on ranking data to prioritize customer preferences and make informed strategic decisions.

What are key aspects of rank-order scales (ranking) in market research?

• Respondents evaluate multiple items.
• Each item receives a unique rank.
• Reveals relative preferences.
• Does not indicate magnitude of difference.
• Data is ordinal in nature.

Why are rank-order scales (ranking) important in market research?

Ranking helps identify which options stand out to consumers and in what order. It is particularly useful when making trade-off decisions or prioritizing features, messages or product concepts.

How do market researchers use rank-order scales (ranking)?

Researchers use rankings to compare product features, test ad copy, evaluate brand attributes and determine what matters most to different customer segments. Rankings can inform product development, messaging and market positioning strategies.