In either the fullprofile or the tradeoff approach, the respondent can rankorder the alternative choices or can

Question:

In either the full‐profile or the trade‐off approach, the respondent can rank‐order the alternative choices or can arrange them on some scale, such as extremely desirable, very desirable, desirable, neutral, and undesirable. What are the advantages and disadvantages to using a rank‐order approach?

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