In a short essay, list and discuss the four primary scales of measurement. Include an example of how each scale of measurement is used in marketing research
What will be an ideal response?
a. A nominal scale uses numbers as labels or tags for identifying and classifying objects. When a nominal scale is used for identification, there is a strict one-to-one correspondence between the numbers being assigned and the objects being measured. Each number is assigned to only one object, and each object has only one number assigned to it. In marketing research, nominal scales are used for identifying participants in a study, brands, attributes, stores, and other objects.
b. An ordinal scale is a ranking scale. In an ordinal scale, numbers are assigned to objects, which allows researchers to determine whether an object has more or less of a characteristic than some other object. However, this type of scale cannot determine how much more or less the characteristics differ from the other object. In marketing research, ordinal scales are used to measure relative attitudes, opinions, perceptions, and preferences.
c. An interval scale is a scale in which the numbers are used to rank objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. An interval scale contains all the information of an ordinal scale. In addition, it allows the comparison of differences between objects. In marketing research, data on attitudes obtained from rating scales are often treated as interval data.
d. A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. In addition, an absolute zero point is specified; that is, the origin of the scale is fixed. When measurement is taken using ratio scales, a researcher can identify or classify objects, rank the objects, and compare intervals or differences. In marketing, sales, costs, market share, and number of customers are variables measured on a ratio scale.
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