Measurement Made Accessible by Kelley D. Lynn;

Author:Kelley, D. Lynn;
Language: eng
Format: epub
ISBN: 5396843
Publisher: SAGE Publications, Incorporated
Published: 1999-07-13T00:00:00+00:00

Ranking

Ranking items from 1 to a specified number is a method used to determine preferences. The following is an example of a ranking item:

Rank from 1 to 3 your communication preferences for corporate information updates (1 being highest, 3 being lowest)

_____Verbal from manager

_____Written (company internal mail)

_____Written (e-mail)

It is important to inform the respondent which number indicates the highest preference (usually 1). It is generally considered that a maximum of seven items to rank should be used—more than seven items causes respondents to become confused. The disadvantage of ranking is that it is not possible to determine the width of the intervals between the individual rankings. For example, two people may rank decaffeinated coffee as their first choice of hot beverages: One person may drink only decaffeinated coffee, whereas the other may not have a strong preference between various hot drinks and will drink regular coffee or tea if decaffeinated is not available. Obviously, the intervals between the rankings of 1 and 2 are unequal between these two individuals. A summary of the advantages and disadvantages of each of the options discussed is provided in Table 6.1.

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