Using Primary Scales in Marketing Research


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question 1 of 3

Which type of primary scale simply places data points into groups or classes of equal rank or equal significance?

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1. A market research survey that asks respondents to rank a list of 5 flavors of ice cream in their order of preference would be a:

2. Which two types of primary scales can appropriately and accurately be used for statistical arithmetic and/or calculations?

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About This Quiz & Worksheet

Assess your knowledge of using primary scales in marketing research by working through the worksheet and quiz. Different types of scales are highlighted on the quiz.

Quiz & Worksheet Goals

You'll get to check your knowledge of:

  • Primary scale that places data points into groups of equal rank
  • Two primary scales that can be used for statistical arithmetic and calculations
  • Consequence of selecting an inappropriate scale selection
  • Scale type that is unique since it has a fixed and consistent zero

Skills Practiced

  • Information recall - access the knowledge you have gained about the type of scale where a survey asks respondents to rank a list of five flavors of ice cream in order of preference
  • Reading comprehension - ensure that you draw the most important details from the lesson on primary scales and marketing research
  • Knowledge application - use your knowledge to answer questions about primary scales

Additional Learning

Using Primary Scales in Marketing Research is a lesson that allows you to review more about:

  • The most basic type of scale
  • Characteristics of primary scales
  • The next step after selecting an appropriate scale