In marketing research,________ are used both to measure attitudes and opinions,and as index numbers.
A) nominal scales
B) ordinal scales
C) interval scales
D) ratio scales
E) random scales

Question

Quizplus · Accepted Answer

Interval scales are used to measure attitudes and opinions as they allow for equal intervals between the response options, but they cannot have a true zero point. They are also used as index numbers because they allow for meaningful comparisons between values. Nominal scales are used to categorize data into distinct categories, ordinal scales allow for ranking or order of preferences but not necessarily equal intervals, and ratio scales have a true zero point allowing for ratios to be calculated. Random scales do not exist in the context of marketing research.

In Marketing Research,________ Are Used Both to Measure Attitudes and Opinions,and