Therefore, we can begin to brainstorm potential criteria by listing types of value. Since we are problem solving creatures, we generally operate with some approximation of these value domains in mind. Absolute measures yield perfect answers. There is no doubt or equivocation. The judgment is complete.
Relative measures place the judgment in a context of variable merit.
The item is more or less something, relative to other things. If you think in terms of scales or continuums, or using the comparative degrees in adjectives, then you are dealing in a relative measure. Sometimes we think our own taste, preference or desire are in this category, forgetting how conventional we usually are. Here we take our measure from some body of knowledge which exists because of the lessons of culture and society. Many of your academic and professional areas have organizations and societies that set standards.