Measurement Scales Paper
When conducting marketing research it is imperative to comprehend the different types of measurement scales in order to properly apply or use them in the collecting data process. Also selecting the right measurement scale is key to assist researches in collecting quality data. According to Hyper Stat, 2011, Measurement scales are use in the assignment of numbers to objects or events in a systematic fashion. Four levels of measurement scales that are commonly distinguished are nominal, ordinal, ratio, and interval scales. In this paper the author will describe each one of the four measurement scales and discuss how they can be use when developing a questionnaire.
Measurement Scales
Nominal
Nominal scales are the lowest measurement level one can use. Nominal scales are normally defined as measurements in which numbers or categorical data are assigned to elements of objects or classes of objects mainly for the purpose of identifying or naming objects. “No quantitative information is conveyed and no ordering of the items is implied. Nominal scales are therefore qualitative rather than quantitative. Variables such as religious preference, race, geographic location, occupation and sex are all examples of nominal scales.”(Lane, D., 2011, Para. 1) The form of labeling used in nominal measurements allows for better organization of data and sorting process becomes a lot less difficult because of the categorization process that takes place.
Ordinal
An ordinal scale of measurement represents an ordered series of relationships or rank order. Measurements with ordinal scales are ordered that higher numbers represent higher values. According to Hyper Stat, 2011, Measurements with ordinal scales are ordered in the ...
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...sfied, 3=neither dissatisfied nor satisfied, 4=satisfied and 5=very satisfied.
Conclusion
In conclusion the author has clearly defined and provided usable examples of each four levels of measurement scales that are commonly known as nominal, ordinal, ratio, and interval scales. The author has also discuss how each scale of measurement can be applied and incorporated into the development of a questionnaire use for collecting data.
Works Cited
Lane, D. Measurement Scales. Hyper Stat. Retrieved September 12, 2011 from http://davidmlane.com/hyperstat/A30028.html
Webster. Introduction to Measurement and Statistics. Webster Education. Retrieved September 12, 2011 from http://www.csulb.edu/~msaintg/ppa696/696meas.htm
CSU. Operational Definitions. Research Methods Education. Retrieved September 12, 2011 from http://www.csulb.edu/~msaintg/ppa696/696meas.htm
Weight – Three commonly used metric units for weight are the kg, g, and mg.
“Why Does the US Have a Different Measurement System?” wiseGEEK, conjecture corporation, 2013. Web. 1 November 2013
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Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing Research (9th ed.). Hoboken, NJ: John Wiley & Sons.
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__C__ 8. Which of the following scales would be used when the information is qualitative rather than quantitative?
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McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
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