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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)
updated on 10/18/00
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