Chapter 2 · Survey: Measurement and Scaling · Slide 23/274
Some Commonly Used Scales in Marketing
Levels of Measurement
2.1 · Introduction
Levels of Measurement
Some Commonly Used Scales in Marketing
| Scale | Description | Common Examples | Examples from Marketing | Statistical Measures | |
|---|---|---|---|---|---|
| Descriptive | Inferential | ||||
| Nominal Scale | Assignment of numbers to identify and/or classify objects | Passport number, football player's number, gender | Brand, gender, occupation, type of venue | Percentages, mode | Chi-square, binomial test |
| Ordinal Scale | Numbers describe the rank order of the objects, but not the extent of the differences between them | School grades, position of runners in a marathon | Preference ranking, market position, social class | Percentiles, median | Rank correlation coefficient (Spearman's ρ), Friedman ANOVA |
| Interval Scale | Allows comparison of the differences between objects; zero point arbitrary | Temperature (Fahrenheit, Celsius) | Attitudes, opinions, purchase intention, customer satisfaction, index numbers | Range, average, standard deviation | Product-moment correlation (Pearson's r), t-tests, ANOVA, regression and factor analysis |
| Ratio Scale | Zero point is uniquely fixed; allows comparison of both the distances between measured values and their ratios | Length, weight, time, money | Age, revenue, income, costs, market share | Geometric mean, harmonic mean | Coefficient of variation |
QUESTIONSTAR · Dr. Paul Marx
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