The Paired Comparison Test is a statistical method used to compare two items or options directly. In this test, participants evaluate pairs of items and indicate their preference for one over the other. This approach helps to determine which item is favored based on direct comparisons rather than overall ratings. This test is commonly used in fields like marketing and product development to assess consumer preferences. By analyzing the results, researchers can identify which product, feature, or service is more appealing to the target audience, aiding in decision-making and strategy formulation.