  When eliciting judgements from humans for an unknown quantity, one often has
the choice of making direct-scoring (cardinal) or comparative (ordinal)
measurements. In this paper we study the relative merits of either choice,
providing empirical and theoretical guidelines for the selection of a
measurement scheme. We provide empirical evidence based on experiments on
Amazon Mechanical Turk that in a variety of tasks, (pairwise-comparative)
ordinal measurements have lower per sample noise and are typically faster to
elicit than cardinal ones. Ordinal measurements however typically provide less
information. We then consider the popular Thurstone and Bradley-Terry-Luce
(BTL) models for ordinal measurements and characterize the minimax error rates
for estimating the unknown quantity. We compare these minimax error rates to
those under cardinal measurement models and quantify for what noise levels
ordinal measurements are better. Finally, we revisit the data collected from
our experiments and show that fitting these models confirms this prediction:
for tasks where the noise in ordinal measurements is sufficiently low, the
ordinal approach results in smaller errors in the estimation.
