Scale of Data Measurement

Before any statistical technique is employed, a researcher must

determine the type of data that is to be collected. In a general
sense.
There are two types of data: qualitative data and quantitative data.
Qualitative data

Qualitative data categorizes an element by a non-numeric attribute.

Qualitative data is often the data we are interested in gathering in the
social sciences and particularly in business. For instance, much of
what we want to know in business is related to attitudes or behavior
of consumers. The data is not numeric and therefore more difficult to
analyze.
 Qualitative data

Nominal Scale Ordinal Scale

Nominal data

Nominal scale is, in terms of structure, the lowest form of data. Nominal scales
are used for labeling variables, without any quantitative value. “Nominal”
scales could simply be called “labels.” Here are some examples, below. Notice
that all of these scales are mutually exclusive (no overlap) and none of them
have any numerical significance. A good way to remember all of this is that
“nominal” sounds a lot like “name” and nominal scales are kind of like “names”
or labels.
Example :-
Ordinal scale

An ordinal scale is a means to achieve a ‘rank ordering of data.’ with ordinal

scales, it is the order of the values is what’s important and significant, but the
differences between each one is not really known. For example, is the difference
between “OK” and “Unhappy” the same as the difference between “Very
Happy” and “Happy?” We can’t say.
Ordinal scales are typically measures of non-numeric concepts like satisfaction,
happiness, discomfort, etc.
Example :-

Thus, while ordinal data has more structure than nominal data, math functions
on the data, such as differences, are not valid.
Quantitative data

Quantitative data categorizes an element by a numeric measure. Quantitative

data are true numbers and, as a result, more quantitative techniques are
available for use with this data.

Qualitative data

Interval Scale Ratio Scale

Interval Scale

Interval scales are numeric scales in which we know not only the order, but also
the exact differences between the values. E.g. temperature, time, distance.
For example, the difference between 60 and 50 degrees is a measurable 10
degrees, as is the difference between 80 and 70 degrees. Time is another good
example of an interval scale in which the increments are known, consistent, and
measurable.
Interval scales can be measured by mode, median, or mean; standard deviation
can also be calculated.
Interval” itself means “space in between,” which is the important thing to
remember–interval scales not only tell us about order, but also about the value
between each item. With interval data, we can add and subtract, but cannot
multiply or divide. Confused? Ok, consider this: 10 degrees + 10 degrees = 20
degrees. No problem there. 20 degrees is not twice as hot as 10 degrees.

Ratio scale

Ratio scale is quantitative data that has a natural starting point or zero level. Most
quantitative data falls into this scale of data measurement. Examples of ratio
scaled data include height, weight, rate of return, net income, etc. Since there is a
natural zero level, ratios have meaning. This form of scaling is not often used in
market or business research.
 Discuss Questions
1. What are the reasons for collecting data?
2. State which providers are nominal, ordinal, interval and ratio?

Provides nominal ordinal interval ratio

Frequency of distribution
Mode, median
Mean
Order of values is known
Can quantify the difference between each
value

Add, subtract value

Can multiply and divide
HAS true zero
3. What are the ways we can measure the data? (Explain)
4. Complete the table below by summarizing which information are needed
when measuring the data.

Data needs Primary Secondary

Quantitative

Qualitative

5. Calculate mean, mode and median for the following list of

values.
13, 18, 14, 13, 16, 13, 14, 13, 21
Thank you 