Ranking versus Ratings - PowerPoint PPT Presentation

marja
ranking versus ratings l.
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Ranking versus Ratings

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  1. Ranking versus Ratings • (from Krosnick, 1999) • Historically Rankings had higher validity than Ratings • Ratings are much less time consuming than Rankings • Doing ratings is more enjoyable and satisfying than ranking • When non-differentiators are removed the validity of rating data is equivalent to ranking data • (non-differentiators place all objects as the same point in the scale) • (non-differentiation happens more at then end of a questionnaire and is more pronounced among respondents with low verbal ability)