Final answer:
Paired comparison scales involve respondents comparing two items at a time and placing them in an order sequence to establish preferences. This method is useful in various fields such as market research to evaluate attitudes and behaviors.
Step-by-step explanation:
Paired comparison scales involve respondents comparing two or more objects, concepts, or persons and placing them in some type of order sequence. This method is particularly useful in market research, psychology, and social sciences to evaluate preferences, attitudes, or behaviors. When using a paired comparison scale, respondents are asked to decide between two items at a time, allowing for a more detailed understanding of their preferences. This can be an effective way to reveal underlying attitudes that might not be apparent through other methods of data collection.
Often, paired comparison is preferred over other types of scales because they force a choice, which can help to differentiate between items that might otherwise be rated similarly. The outcome provides an order of preference that can then be analyzed to draw conclusions about the comparative appeal or value of the items being evaluated.