---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-023.html"
title: "Some Commonly Used Scales in Marketing"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 23
---

# Some Commonly Used Scales in Marketing

*Levels of Measurement*

| 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 |

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*Slide 23 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*