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Definition
| Assigning numbers or symbols to characteristics of objects according to predetermined rules; need to be applied in a standard way |
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Term
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Definition
| Placing the objects being measured on a continuum |
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Term
| 4 Scale Characteristics (in order, if the higher one is true than the lower ones are also true) |
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Definition
1. Description: the unique labels that are used to designate each value of the scale
2. Order: relative sizes or positions of the descriptors (greater than, less than, and equal to)
3. Distance: absolute differences between the descriptors are known and can be expressed in units (always implys order but the reverse isn't always true)
4. Origin: a unique or fixed beginning or true zero point of a scale (zero is significant; the absence of something) |
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Term
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Definition
| as you go up, the complexity increases: nominal, ordinal, interval, and ratio |
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Term
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Definition
| These scales partition data into mutually exclusive and collectively exhaustive categories; uses numbers as labels to identify and classify; has description; one to one correspondence when used to identify; only useful in frequency stats >>>>> used for brands, attributes, stores, and identifying participants |
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Term
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Definition
| ranking scale to indicate that an object has more or less of a characteristic, but it doesn't tell you how much more; description and order; >>>> used to measure relative attitudes, opinions, perceptions, and preferences |
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