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Measurement Scales Paper

907 words - 4 pages

Measurement Scales Paper

Measurement and scaling tools play an important role inside the process of marketing research, this tools help in the analysis and reading of the results to be used. In other words, measurement could be refer as a standardized process of assigning numbers or other symbols to certain characteristics of the objects in place, this process follow some prespecified rules. This process most of the time deals with numbers, because of the mathematical and statistical analyses it is going to apply for. Scaling in the other side, can be refer as the process of create a continuum on which objects are located according to the amount of the measured characteristic for which they were analyzed. The assignment of numbers is made according to rules that should correspond to the properties of whatever is being measured. Some rules can be easier and simply than others, but always there to make the process smooth and get the finest and more accurate results. Come example of these methods on measurement and scale are nominal, ordinal, interval, and ratio scale; which are the one who are going to be discussing about.

Most of the researchers in the present time question whether a nominal scale should be considered a “true” scale, since it only assigns numbers for the purpose of categorizing events, characteristics, or attributes. This type of scale des not express any values or relationships between variable, instead, nominal scale is where objects are assigned to different labeled categories, and numbers will bi assigned, so at the end a result can be reach. In nominal scales questions, are the key for the result and the response categories must include all possible responses; to receive the most accurate result form responders in this type of scale options as other, uncertain, or don’t know, should be include so the respondents will no disturb the information by trying to forcefit the response in the one of the categories provided. Nominal scale is very useful at the moment you want to prepare a questionnaire, since it give you the possibility to prepared base it on a multiple questions format, where the different options for the responds can be display facilitating the analysis of the results.

Ordinal scale is another measurement scale where items are classified according to whether they have more or less of a characteristic; which mean, the main characteristic of this type of scale is the categories that have a logical or ordered relationship to each other. Ordinal scale can be also defines as the scale that is obtained by ranking or by arranging the options in order with regard to some common variable. Questions at this point should be focus in whether each object has more or less of...

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