Business Research

1.  Explain the four types of measurement scales.

2.  How is the interval scale more sophisticated than the nominal and ordinal scales?

3.  Why is the ratio scale the most powerful of the four scales?

4.  Briefly describe the difference between “attitude rating” scales and “attitude ranking” scales, please indicate when each is used. Describe if attitude ranking and attitude rating are mutually exclusive.

5.  Why is it important to establish the “goodness” of measures and how is this done