A researcher asks respondents to evaluate Brand X by explicitly comparing it with Brand Y as the reference point. Which type of rating scale is being used?
A.Numerical rating scale
B.Graphic rating scale
C.Descriptive rating scale
D.Comparative rating scale
Correct Answer:
D. Comparative rating scale
A comparative rating scale evaluates something by explicitly comparing it with a reference item.
A counselor uses ambiguous stimuli to encourage students to reveal aspects of personality that may not be directly expressed through conventional questioning. This procedure is most closely associated with: