Keywords ; Research Scales Types of scales used in measuring behavior Nominal Ordinal Interval Ratio . Types of scales used in measuring behavior The lowest measurement level you can use, from a statistical point of view, is a nominal scale. A nominal scale, as the name implies, is simply some placing of data into categories, without any order or structure. In research activities a YES/NO scale is nominal. It has no order and there is no distance between YES and NO. The statistics which can be used with nominal scales are in the non-parametric group. The most likely ones would be: Mode cross tabulation - with chi-square There are also highly sophisticated modeling techniques available for nominal data. . Ordinal An ordinal scale is next up the list in terms of power of measurement. The simplest ordinal scale is a ranking. When a market researcher asks you to rank 5 types of ice creams from most flavorful to least
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