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definition: measurement in which numbers are assigned to objects or classes of objects solely for the purpose of identification
nominal scale

definition: measurement in which numbers are assigned to data on the basis of some order of the object. For example, more than, greater than...
ordinal scale

definition: measurement in which the assigned numbers legitimately allow the comparison of the size of the differences among and between numbers
interval scale

definition: measurement that has a natural, absolute, zero and therefore allows the comparison of absolute magnitudes of the numbers
ratio scale

typical measures of nominal
 male/female
 users/nonusers
 occupations
 uniform numbers

typical measures of ordinal
 brand preference
 social classes
 hardness of material
 graded quality of lumber

typical measures of interval
 temperature scale
 gpa
 attitudes toward brand

typical measures of ratio
 units sold
 number of purchases
 income
 age

average/ measure of central tendency of nominal scale
mode

average/ measure of central tendency of ordinal scale

average/ measure of central tendency of interval scale

average/ measure of central tendency of ratio scale
 *mean > geometric & harmonic mean
 median
 mode

which of the soft drinks on the following list do you like? check all that apply
nominal scale

please rank the soft drinks on the following list according to your degree of liking for each, assigning your most preferred drink =1 and lease =6
ordinal

please indicate your degree of liking each of the soft drinks on the following list by checking the appropriate position on the scale (dislike a lot, dislike, like, like a lot)
interval scale

please divide 100 points among each of the following soft drinks according to your degree of liking for each
ratio scale

where did you buy toothpaste last time?
a. supermarket
b. discount store
c. somewhere else
nominal

what is your social security number?
nominal

how many movies did you see last month?
a. none
b. one or two
c. three or more
ordinal scale

how likely are you to buy a colbolt?
a. very likely
b. likely
c. neither likely or unlikely
etc
interval scale

how old are you?
how many people in your class?
how many miles to school?
ratio scale

are you older than 30?
___yes
___no
nominal

how old are you?
___ <30
___ 3040
___ >40
ordinal

how old are you?
___ 2130
___ 3140
___ 4150
___ 6160
interval


