Essentials of Marketing Research
Quiz 7: Measurement and Scaling
An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
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Common examples of ordinal scales include educational levels and social security numbers.
A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.
Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
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