RESPONSE SCALES FOR UTILITY ESTIMATION,
RAND CORP SANTA MONICA CALIF
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This experiment was conducted for the express purpose of choosing a scale for the extraction of value judgments from subjects participating in a future study on target values. On the basis of the data collected here, the difference technique has been selected. Although there is little difference between it and the direct method, since the future study will be dealing with stimuli whose underlying psychological continuum is not as firm as the dollar scale in the present study, the difference method is more appealing on intuitive grounds. The reason for this is the presence of a standard in the difference method, which, it is felt, will lend stability to the scale in the absence of a known dimension for the measure.