Measurement Scales Paper - 1006 Words

Measurement Scales Paper Marketers use scales to measure the assignment of numbers to objects or persons to represent quantities to their attributes (Aaker, 2007). This includes the measurement of agreements or disagreements that relates to attitudes or objects. For example, the measurement is in two parts, the item part, and the evaluative part. It is important to understand the level of characteristics of scales such as nominal, ordinal, interval, and ratio because scales differ with respect to the scaling characteristics. Nominal scales label the objects. Ordinal scales rank the order and size difference of the respondents or their responses. Interval scales represent the equal distance between the descriptor. Finally, the ratio scales†¦show more content†¦Then if the individual were a female, she would answer the gender question with number one, which corresponds to female. When questionnaires are completed the numerical scales are the number and percentage of objects, such as 53 females (51.5 % ) and 50 males (48.5%) (McDaniel, 2006). Ordinal Ordinal scales use labeling characteristics similar to nominal scales but in this case, it uses the numbers for the ability to order the data. This scale is a higher level of measurement and is used mostly to show the rank order of the items to be reviewed. The operations determine which is greater or lesser than another in the same list. For example, if there were a questionnaire about a person’s preference of restaurants, the questionnaire would give the respondent a few choices to review. If the example has five choices, the respondent would choose one to five with the number five as most desired. Then the individual will rank the most desired restaurant by placing the number five next to the name of the restaurant he or she prefers the most. This helps the questionnaire determine which restaurant is preferred greater than others. Then the measure of central tendency is the median, and the percentile would be used for measuring dispersion (McDaniel, 2006). Interval Interval scales have characteristics of nominal and ordinal scales but also have equal intervals between the points on the scale (McDaniel, 2006). This type of scale is the preferred measure ofShow MoreRelatedMeasurement Scales Paper892 Words   |  4 PagesMeasurement Scales Paper Measurement in Analysis can take on many forms, but in this case, these come in the form of questionnaires. A questionnaire when not done correctly may not be able to obtain the information in which the corporation may be seeking. There are in general four categories that these fall into. Categorically, these include Nominal, Ordinal, Interval and Ratio Numbers. 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