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It is a system of classification and does not place the entity along a continuum. Indeed it is often referred to as a categorical scale. This, the crudest of measurement scales, classifies individuals, companies, products, brands or other entities into categories where no order is implied. However, it is an important topic since the type of scale used in taking measurements directly impinges on the statistical techniques which can legitimately be used in the analysis. Most texts on marketing research explain the four levels of measurement: nominal, ordinal, interval and ratio and so the treatment given to them here will be brief. The marketing researcher who is familiar with the complete tool kit of scaling measurements is better equipped to understand markets. Some of these scales are numeric, others are semantic and yet others take a graphical form. After the properties of the four categories of scale have been explained, various forms of comparative and non-comparative scales are illustrated. Structure Of The ChapterĪll measurements must take one of four forms and these are described in the opening section of the chapter.

A basic tool-kit of scales that can be used for the purposes of marketing research.

The ability to distinguish between comparative and non-comparative measurement scales, and.

An understanding of the four levels of measurement that can be taken by researchers.

Other scales have more extensive mathematical properties and some, hold out the possibility of establishing cause and effect relationships between variables. Some scales are at very best, limited in their mathematical properties to the extent that they can only establish an association between variables. What is important for the marketing analyst to realise is that they have wildely differing measurement properties. To this end, marketing researchers have developed a range of scales.

Chapter 3: Levels Of Measurement And ScalingĪ common feature of marketing research is the attempt to have respondents communicate their feelings, attitudes, opinions, and evaluations in some measurable form.