V 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,...

V 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?