Measurement Scales PaperMarketers uses scales to measure the assignment of numbers to objects or people to represent the quantities of their attributes (Aaker, 2007). This includes measuring agreement or disagreement regarding attitudes or objects. For example, measurement consists of two parts, the item part and the rating part. It is important to understand the level of scale characteristics such as nominal, ordinal, interval, and ratio because scales differ with respect to scale characteristics. Nominal scales label objects. Ordinal scales classify the order and size difference of respondents or their responses. The interval scales represent the equal distance between the descriptor. Finally, ratio scales have a true zero point as a real number. These types of scales can be useful for an organization that needs to measure and understand various characteristics when analyzing questionnaires. It helps determine what can and cannot be said about the item and helps determine what statistical analysis should be used. NominalNominal scales are a type of measurement most commonly used when conducting market research. This type of scale divides the data into several mutually exclusive and collectively exhaustive categories so that the data is classified into one group (McDaniel, 2006). Nominal scales use numbers to identify objects, groups, or individuals. When working with a questionnaire, nominal scales will allow the researcher to measure results by labeling and identifying objects with a number. The numbers are not added and have no real numerical value but are used as a reference to identify responses in the questionnaire. For example, if there was a questionnaire that was... in the center of a sheet... ls. Ratio scales incorporate nominal, ordinal, and interval characteristics with a true zero point. Both interval-scaled and ratio-scaled data are also called metric data, and both parametric and nonparametric tests can be performed on the data. Properties must be examined at different scales to evaluate the measurement and ensure accuracy. Information is knowledge, and seeking data for decision making can improve logistics, sales, promotions, new product development, brand management, and pricing (McDaniel & Gates, 2006). Works Cited Aaker, D. A., Kumar, V., & Day, G. S. ( 2007). Market Research (9th ed.). Hoboken, NJ: John Wiley & Sons.Burns, A.C., Bush, R.F. (2006). Market Research: Online Research Applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.McDaniel, C. & Gates, R. (2006). Market Research (7th ed.). Hoboken, NJ: John Wiley & Sons.