Which types of measurement used to group respondents are referred to as categorical measures?
Answers
Answer:
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. 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.
All measurements must take one of four forms and these are described in the opening section of the chapter. After the properties of the four categories of scale have been explained, various forms of comparative and non-comparative scales are illustrated. Some of these scales are numeric, others are semantic and yet others take a graphical form. The marketing researcher who is familiar with the complete tool kit of scaling measurements is better equipped to understand markets.