Marketing Research is conducted on the basis of the feedback collected from a good many respondents including customers, competitors, general public and intermediaries. The questions asked to the respondents during a marketing survey should be analyzed precisely because the success of the survey depends on the accuracy of data interpretation and analysis. Several scales of measurement are used to analyze the questions. The measurement scales are broadly categorized into four segments: 1) Nominal Scale, 2) Ordinal Scale, 3) Interval Scale and 4) Ratio Scale. This paper would discuss upon these four scales of measurement describing their usage in questionnaires.
The nominal ...