Published: Sep 1996
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Scaling methods are based on the respondent giving a value that indicates the type or intensity of a response. A dimension of evaluation must be specified; for example, a product characteristic or attribute. Scales need not be numerical. Graphic lines or other methods of measuring intensity or order may be used by respondents to specify their perceptions. Nonnumerical scales usually are converted to numerical values for purposes of statistical analysis.
Paper ID: MNL10655M