Scale | Basic empirical Basic Examples Basie | Descriptive inferenial| operations | characteristics statistical usage Nominal | Determination | Numbers are used | Classification: | Percentage, | Chi square, of equality to identify and male female, mode binomial test classify objects | purchaser, social class, UID (Unique Identification, or Aadhar) Ordinal | Determination | Numbers show the | Rankings: Percentile, | Mean greater of less | relative positions | Preference Median Whitney test. ‘of objects. The | data, market Friedman two difference in position atti way ANOVA, magnitude score | measures, many rank order cannot be known | psychological correlation Contd. Interval | Determination | Difference Index numbers | Mean, range, | Product MBecquality B | between objects | MRMNIIE diandand moment intervals about | can be compared. | measures, level | deviation _| correlation, brands There is rio zero | &F knowledge, tetest, factor point opinions, analysis, temperature regression, ANOVA Ratio | Determination | Ratios of scale Sales, units Geometric _| Coefficient of of equality of — | values can be roduced, number | mean, ratios Somparea. Zero | Hcustomers harmonic point if fixed costs. length, mean weight, age. income Exwsr 6.6: _Non-Comparative Scales Scale Basic Examples Advantages Disadvantages Characteristics Continuous Rating Place amark on a_-Reactionto TV Easy to-construct. Scoring can be Seale continuous line Commercials ‘cumbersome unless computerized emized Ranting Seale Likert Seale Degrees of Measurement of Easy to Construct. More time- agreement ona | attitudes administer, and consuming (ctrongly disagree) understand to 5 (strongly agree) scale Semantic Seven-point scale Brand, product, and Versatile Controversy as to Differential with bipolar labels company images whether the data are interval Staple Scale Unipolar ten-point Measurement Easy to construct, Confusing and scale. -5t0 +5, of attitudes and administer over difficult to apply without a neutral images point (zero) telephone