Noncomparative rating scales

A rating scale in which respondents are not given a standard to use when asked to assign a rating to some object. There is no referent given, such as “compared to your favorite brand, “when noncomparative rating scales are used. Respondents evaluate only one object at a time, and for this reason noncomparative scales are often referred to as monadic scales. Noncomparative scales consist of both continuous and itemized rating scales.