“…For example, Kochkin (2007) utilizes a 7-point Likert scale in assessing a variety of dimensions of satisfaction. Other examples of Likert or ratings scales include Bagatto et al (Bagatto, Moodie, Seewald, Bartlett, & Scollie, 2011), Arehart et al (Arehart, Kates, & Anderson, 2010), and Moeller et al (Moeller, Hoover, Peterson, & Stelmachowicz, 2009). Conjoint analysis utilizes pairwise comparisons to estimate preferences (Thurstone, 1929).…”