Other methods have significant but grudgingly accepted flaws; Likert scales, for example, are subject to scale bias because people use scales differently (one person’s 7 might be another person’s 9). Ordinal rankers, where respondents simply rank their preferences from 1 to k[1] in order of importance, can reliably provide information on which single item is most important, in aggregate, but discrimination between attributes is quickly lost after that. Further, most survey respondents can rarely make meaningful comparisons between more than a few items.
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