Which of the Following Statements Is Not True About the Comparative

question 39

Multiple Choice

Which of the following statements is not true about the comparative scales technique?

• A)An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
• B)Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.
• C)Comparative scaling is also referred to as non-metric scaling.
• D)Comparative scales include paired comparisons,rank order,and constant sum scales.

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Definitions:

Straight Shot

Direct or undeviating route or course.

Brand Association

The mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality.

Live Mas

The brand slogan of Taco Bell, encouraging a lifestyle of living more fully or adventurously.

Lifestyle Aspiration

The goals or standards of living that an individual or group strives to achieve, often influenced by cultural, social, and economic factors.