ARTICLE
ABSTRACT
The article describes how many market researchers go wrong with statistical assumption as for the right choice in rating and ranking method application within consumers’ values evaluation. Many mistakes still arise owing to ineffective comparison of one scale to another, which in fact constitutes a completely different method of analysis and usage. The author discusses advantages and disadvantages of both ranking and rating methods pertaining to further statistical possibilities in data processing against the theoretical background and later on given brief example. Next stage of description emphasizes the importance of both rating and ranking method, depending on type of consumer (subject) being interviewed, hypothetical type of question being asked, communication with subject or even data results to be obtained.
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