Rank order is a survey scale where respondents are presented with a set of items and are asked to prioritize them from first to last based on criteria (such as importance, satisfaction, or usage frequency). Each rank is only used once, there are no “ties,” and every item must be used. This survey scale type is considered more cognitively difficult for survey respondents than rating scales. However, its use can be helpful when prioritizations are needed. Rank order questions should be avoided when it is known that some items may (in reality) have a value of zero to respondents or when ties may factually exist. See also: Market Research Questionnaires Over-Rely on Rating Scales
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