What are the implications of having an arbitrary zero point in an interval scale? Define your terms, and explain your response in detail.
Describe paired comparison scaling. What are the advantages and disadvantages of this approach? Give an example of an appropriate use of paired comparison scaling, and explain why this scaling method is appropriate in your example.
Search the Internet for two examples of each of the four primary types of scales. Write an essay describing the context in which these scales are being used.
Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.