The extent of the phenomenon of marketing is essential to obtain information useful for making marketing decisions.
Measurement changes the properties of an object in a form that can be analyzed by a research program. Usually the scales are used to measure the reaction and divided into four categories:
1st Nominal
2nd Ordinal
3rd Interval
4th Report
1st Rating:
A nominal scale is one in which the figures are only used as labels and have no quantitative or numerical importance. Awareness of variables such as gender, geographic location, occupation, religion, trade mark, are examined in terms of nominal scales.
2nd Ordinal:
Ordinal scales are used to settings, preferences, profession, social class help, etc. ordinal measure, the various entities as objects, persons or answers from the position relative to a specific aspect.
3rd Interval scales:
This scale is used for common statistical measures such as range, standard deviation and correlation to share. A researcher continually teaching preference, taste, or the meaning of a particular aspect of the brand and distance from a point on a different scale is the same.
4th Ratio scales:
This is the strongest balance sheet before. In contrast to interval scales, they have a zero point. You can choose for each type of statistical calculation can be used. They account for variables such as age, number of customers, sales, costs, size, length, etc.
To use the selection of the appropriate scale:
Prior to the completion of the use level, it is desirable to consider the following aspects,
1st Enter details of information required.
2nd Time and cost savings.
3rd literary level of targeted responders (to facilitate communication)
4th Stimulus properties
Five. using analytical method
6th The experience of the past will be used
7th Rural and urban context
8th Expected and desired response
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