Principles of Survey Research
Chapters
▾
Chapter 1: Introduction
Chapter 2: Survey: Measurement and Scaling
Chapter 3: Questionnaire
Chapter 4: Sampling
Chapter 5: Data Analysis: A Concise Overview of Statistical Techniques
Chapter 6: Advanced Techniques of Market Analysis
Chapter 7: Reporting Results
← Back to QUESTIONSTAR
Course
›
Principles of Survey Research
›
Chapter 2
›
Slide 22
Chapter 2 · Survey: Measurement and Scaling · Slide 22/274
Primary Scales of Measurement
Measurement and Scaling
2.1 · Introduction
Measurement and Scaling
Primary Scales of Measurement
Nominal
Numbers merely serve to classify the objects
non-continuous scale
7
23
10
Ordinal
Numbers indicate the relative positions of the objects
but not the magnitude of the difference between them
3
1
2
Interval
quasi-metric
Differences between objects can be compared
zero point arbitrary
Ratio
also metric
zero point uniquely fixed
Ratios of the scale values can be computed
QUESTIONSTAR · Dr. Paul Marx
22 / 274
To the full presentation
← Previous slide
Scaling
Next slide →
Some Commonly Used Scales in Marketing
Chapter 2 overview
All 274 slides
