Measurement & Scaling in Marketing Research


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question 1 of 3

_____ is the assignment of objects to a number.

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1. If you're only asking for an opinion on one object, that's an example of what kind of scale?

2. The four characteristics that define the level of measurement are description, order, distance and _____.

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About This Quiz & Worksheet

Determine how much you know about measurement and scaling in marketing research. Answer quiz questions on key points such as the term for assigning objects to a number and a type of scale that asks for an opinion on one object.

Quiz & Worksheet Goals

See what you know about the following:

  • Characteristics that define the level of measurement
  • The ranking of things along a continuum of characteristics
  • Usefulness of scales to marketers

Skills Practiced

  • Knowledge application - use your knowledge to answer questions about measurement and scaling in marketing research
  • Making connections - use your understanding of asking for an opinion on one object to explain how it's connected to a specific scale type
  • Information recall - access the knowledge you've gained regarding the reason why marketers use scales

Additional Learning

Further insight is available from the lesson named Measurement & Scaling in Marketing Research. You'll be learning about these particular points:

  • Details about different types of data
  • Definition of 'measurement'
  • Comparative scales
  • Attributes for levels of measurement
  • Four methods of assigning numbers
  • The Likert scale and how it works