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- 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.
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