Since respondents make choices rather than expressing strength of preference using some numeric scale, there is no opportunity for scale use bias. This is particularly useful for cross-cultural research studies. We gain information regarding strength of appeal among proposed concepts in the early stages concept or new product development process.”
How it Works
Survey participants are shown randomized sets of concepts and are asked to select the “best” and “worst” within each set.
Why it Works
In addition to greater feature differentiation, benefits of this approach include the elimination of scale bias, and the ability to make direct, relative comparisons between the alternatives measured.