marketing research

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Measurement and Scaling
PRIMARY SCALES OF MEASUREMENT
An Illustration of Primary Scale of Measurement
Primary Scales of Measurement
illustration

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MEASUREMENT AND SCALING
Measurement: The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules.

Scaling: The generation of a continuum upon which measured objects are located.

Primary Scales of Measurement
Nominal Scale: A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects
Ordinal Scale: A ranking scale in which numbers are
assigned to objects to indicate the relative extent to which some characteristics is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other.
Interval scale: A scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
Ratio scale: The highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

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