MKT 3413 EXAM 3
assigning numbers or other symbols to
characteristics of objects according to
Measurement
certain pre-specified rules (length, width,
height)
- one-to-one correspondence
Measurement Characteristics - standardized/ uniform
- rules must not change
creating a continuum upon which mea-
Scaling sured objects are located (inch, inch
squared, pounds)
Scaling Characteristics description, order, distance, origin
unique labels to designate each value of
Description
scale; all scales posses
relative sizes or positions of descriptors;
Order denoted by descriptors as greater than,
less than, equal to
absolute differences between scale de-
Distance scriptors are known and expressed in
units
scale has unique or fixed beginning or
Origin
true zero point
Scales of Measurement
meaningful only for description such as
Nominal
labels or names of objects
, MKT 3413 EXAM 3
specifies order of objects on the scale
continuum; rank order of intensity and
descriptions
Ordinal
specifies precise location of objects on
scale continuum; know order of intensity
and difference of intensity
Interval
adds an absolute zero to interval to indi-
cate origin of characteristic
Ratio
assigning numbers or other symbols to
characteristics of objects according to
Measurement
certain pre-specified rules (length, width,
height)
- one-to-one correspondence
Measurement Characteristics - standardized/ uniform
- rules must not change
creating a continuum upon which mea-
Scaling sured objects are located (inch, inch
squared, pounds)
Scaling Characteristics description, order, distance, origin
unique labels to designate each value of
Description
scale; all scales posses
relative sizes or positions of descriptors;
Order denoted by descriptors as greater than,
less than, equal to
absolute differences between scale de-
Distance scriptors are known and expressed in
units
scale has unique or fixed beginning or
Origin
true zero point
Scales of Measurement
meaningful only for description such as
Nominal
labels or names of objects
, MKT 3413 EXAM 3
specifies order of objects on the scale
continuum; rank order of intensity and
descriptions
Ordinal
specifies precise location of objects on
scale continuum; know order of intensity
and difference of intensity
Interval
adds an absolute zero to interval to indi-
cate origin of characteristic
Ratio
