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hoice ? parative scale Paired Comparison ? Used when, among a small number of objects, respondents are asked to choose between two objects at a time. ? The paired choices for n objects will be ((n) (n1)/2). Forced Choice Rank your preferences among the following magazines, 1 being your preferred choice and 5 being your least preferred: Australian Financial Review __ Business Review Weekly __ Playboy __ The Economist __ Time __ Comparative Scale In a volatile financial environment, pared with shares, how useful is it to invest in government bonds? More useful About the same Less useful 1 2 3 4 5 Goodness of Measures ? Reliability measures – How stable and consistent is the measuring instrument? ? Validity measures – Are we measuring the right thing? Reliability and Validity in Target Shooting Forms of Reliability and Validity Reliability ? Stability –