For most behavioural marketing research, which type of scale is the preferred measure?
A) Interval
B) Ratio
C) Nominal
D) Ordinal

Question

Quizplus · Accepted Answer

Interval scales are preferred in behavioral marketing research because they not only categorize and order items like nominal and ordinal scales, but also quantify and compare the size of differences between them. This allows for more sophisticated statistical analysis.

For Most Behavioural Marketing Research, Which Type of Scale Is