Professional Documents
Culture Documents
Types of Nominal
scales
Scale Measurement
Or Ordinal
scales
Primary scales of
measurement Interval
scales
Ratio
scales
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Nominal Scale
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• In Nominal scales the numbers serve as labels to identify objects, persons, or
events.
• The numbers do not reflect the amount of the characteristics possessed by the
objects.
• Only a limited number of statistics, all of which are based on frequency counts,
are permissible, e.g., percentages, and mode.
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Ordinal Scale
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Example
• Which category best describes your knowledge about services offered by your Bank
• Complete knowledge of services.
• No knowledge of services.
• Which statement best describes your opinion of the quality of intel Pentium processor
• Higher than AMD Athlon processor
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• In addition to the counting operation allowable for nominal
scale data, ordinal scales permit the use of statistics based
on centiles, e.g., percentile, quartile, and median.
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Interval Scale
• “It posses not only powers of nominal & ordinal scales but also
additional strength which is the determination of the equality of
differences”
• With interval scale researchers can identify not only the hierarchical
order in data but also the specific
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difference between the data.
• It incorporates the concept of equality of intervals. Ex- the scaled
difference between 1 & 2 equals the distance between 3 & 4.
• Statistical techniques that may be used include all of those that can
be applied to nominal and ordinal data, in addition, to the arithmetic
mean standard deviation, and other statistics commonly used in
marketing research.
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Example
36 to 45 yrs Over 45
• In which of the following categories does your total family income fall
Under 10,000 Rs 10,000 to 20,000 Rs.
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Ratio Scale
• “A ratio scale allows the researchers not only to identify the absolute differences
between each scale point but also to make a comparison between the raw
responses”.
• Normally the ratio scales request that the respondents provide a specific
numerical value for their responses.
• Ratio scales are commonly used for the measurement of physical dimensions as-
height, weight, distance, etc.
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• Ratio scales have assignment, order, distance & origin
properties and are superior among all scales.
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Comparison among Scales of Measurement
Scale Basic Common Marketing Permissible Statistics
Characteristics Examples Examples Descriptive Inferential
Nominal Numbers identify Social Security Brand nos., store Percentages, Chi-square,
& classify objects nos., numbering types mode binomial test
of football players
Ordinal Nos. indicate the Quality rankings, Preference Percentile, Rank-order
relative positions rankings of teams rankings, market median correlation,
of objects but not in a tournament position, social Friedman
the magnitude of class ANOVA
differences
between them
Interval Differences Temperature Attitudes, Range, mean, Product-
between objects (Fahrenheit) opinions, index standard moment
Ratio Zero point is fixed, Length, weight Age, sales, Geometric Coefficient of
ratios of scale income, costs mean, harmonic variation
values can be mean
compared
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References
• Textbooks / Reference Books
• T3: Tull, Donald S, Hawkins Del I, Marketing Research. Measurement and Methods PHI.
• R1: Nargundkar, R. 2102. Marketing Research, 4th Ed., Tata McGraw Hill, India, ISBN:
9780070221874
• https://www.questionpro.com/blog/business-research/
• http://studylecturenotes.com/10-steps-in-research-process/
• https://www.youtube.com/watch?v=rXBH3YcOI6k