1.

Ratio Scale
Ratio Scales are not widely used in Marketing Research unless a base item is made available for
comparison. In the above example of Interval scale, a score of 4 in one quality does not necessarily mean
that the respondent is twice more satisfied than the respondent who marks 2 on the scale. A Ratio scale has
a natural zero point and further numbers are placed at equally appearing intervals. For example scales for
measuring physical quantities like - length, weight, etc.
The ratio scales are very common in physical scenarios. Quantified responses forming a ratio scale
analytically are the most versatile. Rati scale possess all he characteristics of an internal scale, and the
ratios of the numbers on these scales have meaningful interpretations. Data on certain demographic or
descriptive attributes, if they are obtained through open-ended questions, will have ratio-scale properties.
Consider the following questions :
Q 1) What is your annual income before taxes? ______ $
Q 2) How far is the Theater from your home ? ______ miles
Answers to these questions have a natural, unambiguous starting point, namely zero. Since starting point is
not chosen arbitrarily, computing and interpreting ratio makes sense. For example we can say that a
respondent with an annual income of $ 40,000 earns twice as much as one with an annual income of $
20,000.

2. Ratio Scale
Ratio Scales are not widely used in Marketing Research unless a base item is made available for
comparison. In the above example of Interval scale, a score of 4 in one quality does not necessarily mean
that the respondent is twice more satisfied than the respondent who marks 2 on the scale. A Ratio scale has
a natural zero point and further numbers are placed at equally appearing intervals. For example scales for
measuring physical quantities like - length, weight, etc.
The ratio scales are very common in physical scenarios. Quantified responses forming a ratio scale
analytically are the most versatile. Rati scale possess all he characteristics of an internal scale, and the
ratios of the numbers on these scales have meaningful interpretations. Data on certain demographic or
descriptive attributes, if they are obtained through open-ended questions, will have ratio-scale properties.
Consider the following questions :
Q 1) What is your annual income before taxes? ______ $
Q 2) How far is the Theater from your home ? ______ miles
Answers to these questions have a natural, unambiguous starting point, namely zero. Since starting point is
not chosen arbitrarily, computing and interpreting ratio makes sense. For example we can say that a
respondent with an annual income of $ 40,000 earns twice as much as one with an annual income of $
20,000.