Marketing Research Data Collection and

Analysis:
Type of Marketing Data

Coursera (Marketing Strategy Specialization) –

1
Shameek Sinha
 Secondary Data: Scales of Measurement

Nominal No ordering, Labels e.g., Which of the following brands do

you like (check all that apply) ?
[ ] Heinz, [ ] Hunts, [ ] Private label

Ordinal Ordered, but the distances between e.g., Rank order the following brands
in order of your preference
categories are irrelevant (1 = most preferred, 3= least preferred):
Heinz, Hunts, Private label
e.g., Rate the following brands (1-10,
Interval Distance between categories with 10 being the best possible) in order
is meaningful of your preference:
Heinz, Hunts, Private label

Ratio Natural origin (‘zero’) and e.g., Yearly sales ($, units) of Heinz
ketchup
distance between categories
More
are meaningful
Information Coursera (Marketing Strategy Specialization) –
2
Shameek Sinha