Three researchers are evaluating the user experience among three new models of s

Question

Three researchers are evaluating the user experience among three new models of smart phone. After participants try each model, the first researcher simply asks each participant to identify their favorite. The second researcher asks each participant to identify the most preferred, the second most preferred, and the least preferred. The third researcher asks each participant to rate each of the model on a 10 point scale (1 = terrible; 10 = excellent).

1. Identify the type of scale each researcher is using.

2. Which strategy would you use to pick out the best model? Why?

Explanation / Answer

1. The first researcher is using the nominal scale. The second researcher is using the ordinal scale. The third researcher is using the interval scale.

2. The best strategy is being employed by the third researcher because the interval scale can encompass the measurements derived from the nominal and the ordinal scale and also allow further calculations.

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