NOIR

Ratio

In addition to possessing the qualities of nominal, ordinal, and interval scales, a ratio scale has an absolute zero (a point where none of the quality being measured exists). Using a ratio scale permits comparisons such as being twice as high, or one-half as much. Reaction time (how long it takes to respond to a signal of some sort) uses a ratio scale of measurement -- time. Although an individual's reaction time is always greater than zero, we conceptualize a zero point in time, and can state that a response of 24 milliseconds is twice as fast as a response time of 48 milliseconds. Examples: RULER: inches or centimeters YEARS of work experience INCOME: money earned last year NUMBER of children GPA: grade point average

Interval

Interval scales provide information about order, and also possess equal intervals. From the previous example, if we knew that the distance between 1 and 2 was the same as that between 7 and 8 on our 10-point rating scale, then we would have an interval scale. An example of an interval scale is temperature, either measured on a Fahrenheit or Celsius scale. A degree represents the same underlying amount of heat, regardless of where it occurs on the scale. Measured in Fahrenheit units, the difference between a temperature of 46 and 42 is the same as the difference between 72 and 68. Equal-interval scales of measurement can be devised for opinions and attitudes. Constructing them involves an understanding of mathematical and statistical principles beyond those covered in this course. But it is important to understand the different levels of measurement when using and interpreting scales. Examples: TIME OF DAY on a 12-hour clock POLITICAL ORIENTATION: Score on standardized scale of political orientation OTHER scales constructed so as to possess equal intervals

Nominal

Nominal is hardly measurement. It refers to quality more than quantity. A nominal level of measurement is simply a matter of distinguishing by name, e.g., 1 = male, 2 = female. Even though we are using the numbers 1 and 2, they do not denote quantity. The binary category of 0 and 1 used for computers is a nominal level of measurement. They are categories or classifications. Nominal measurement is like using categorical levels of variables, described in the Doing Scientific Research section of the Introduction module. Examples: MEAL PREFERENCE: Breakfast, Lunch, Dinner RELIGIOUS PREFERENCE: 1 = Buddhist, 2 = Muslim, 3 = Christian, 4 = Jewish, 5 = Other POLITICAL ORIENTATION: Republican, Democratic, Libertarian, Green

Ordinal

Ordinal refers to order in measurement. An ordinal scale indicates direction, in addition to providing nominal information. Low/Medium/High; or Faster/Slower are examples of ordinal levels of measurement. Ranking an experience as a "nine" on a scale of 1 to 10 tells us that it was higher than an experience ranked as a "six." Many psychological scales or inventories are at the ordinal level of measurement. Examples: RANK: 1st place, 2nd place, ... last place LEVEL OF AGREEMENT: No, Maybe, Yes POLITICAL ORIENTATION: Left, Center, Right