Write a short note about comparative scaling techniques

As name suggests comparative scaling includes direct comparison of stimulus objects with one another. For instance, managers are usually interested in knowing consumer preference concerning their brand in comparison to a competitor's brand. A researcher can then ask question like what of the two brands consumer prefers and this would provide manager a clear idea of what consumer preferences are. There are various techniques that are used in building comparative scale like paired comparison, constant sum scale, rank order and q-sort.