MKT 3700 Scales Definitions

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5 Terms

1
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Nominal Scale

Used for categorizing variables without order or value; examples: color, gender, car type, etc.

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Ordinal Scale

Shows order/rank among categories; distance between ranks is not meaningful. Examples: movie ratings, class rank

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Interval Scale

Has equal intervals between values but no true zero. Examples: temperature (C/F), IQ scores.

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Ratio Scale

Equal intervals and a true zero. Ratios are meaningful. Examples: weight, height, age, and income.

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Dummy Variable

A numerical variable representing categories as 0 or 1 for analysis. Example: gender (0=male, 1=female).