Levels of Measurement Marketing 4900

Variable

Something that changes

Nominal

Things into categories and no order to the categories

What measurement is this: What is your favorite restaurant

nominal

What measurement is this: Marital status: ___ single in a committed relationship married _ other

nominal

Ordinal

People in categories with order to them

What measurement is this: What is your age?

__ 18-24

__ 25-39

__ 40-64

__ 65 or older

ordinal

What measurement is this: Rank the following entrees from 1 to 3 where 1 is your favorite pasta, steak, pad thai

ordinal

Interval

Variables measured with a rating scale and equal spacing between categories

What measurement is this: What is your age

__ less than 21

__ 21-40

__ 61-80

__ 81-100

Interval

Ratio

Specific quantities, numbers we can add/subtract that make sense

What measurement is this: How much your dog weighs

Ratio

What measurement is this: How many of your close friends own pets?

Ratio

What measurement is this:
How many of your close friends own cars

__ very few

__ some

__ many

__ most

Ordinal

What measurement is this:
How many calls per day do you make on your cell phone

__ less than 3

__ 3 to 10 calls

__ 11 to 15 calls

__ 16 to 20 calls

__ more than 20 calls

Ordinal

What measurement is this:

Which cell phone service provider do you use

Nominal

What measurement is this:
How satisfied are you with your cell phone service provider

very dissatisfied _ _ _ _ _ _ _ _ _ _ _ very satisfied

Interval

What measurement is this: Where do you usually shop for groceries

_ Gerbe’s

_ Hy-Vee

_ Wal-Mart

_ Schnucks

_ Target

Nominal

What measurement is this:
How many times per month do you shop for groceries

Ratio

What measurement is this:
Rank the following vacation options from 1 to 4, where 1 is your most preferred vacation option and 4 is your least preferred

_ beach vacation

_ mountain vacation

_ visiting a large, interesting city

_ theme park vacation

Ordinal

What measurement is this:
How many laptop computers are in your household?

0 1 2 3 4 5 6 7 8

Ratio

What measurement is this:
Are you: __ male _ female

Nominal

Categorical variable

Nominal or ordinal

Continuous variables

Interval or Ratio