THE DISRIMINATIVE EFFICIENCY OF COMMON SCALING METHODS

ABSTRACT Four types of rating scales, nine‐point category scales, line marking, magnitude estimation, and a hybrid of the category and line scale, were employed to assess visual, tactile and olfactory characteristics of products by consumers. The scales were compared for their ability to discriminate differences among products, for variability, for reliability, and for ease of use. All methods were able to generate highly significant differences among products. However, a modest advantage for category scales was observed in almost all comparisons.