- Size, Type, and Accuracy Limits for Objective

Measurements.

- Difference in People’s Perceptions.

- Convergent Validity.

Entity

Attribute

Participant

Respondent

- Less sensitive to differences between entities compared

to ranking.

- Most commonly-used methods are :

- Simple Rating Scales;

- Thurstone’s Paired Comparison Technique; and

- Likert’s Summated Rating Method.