Marketing

1. What is measurement?

2. What are the primary scales of measurement?

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3. Describe the differences between a nominal and an ordinal scale.

4. What are the implications of having an arbitrary zero point in an interval scale?

5. What are the advantages of a ratio scale over an interval scale? Are these advantages significant?

1. What is a comparative rating scale?

2. What is a paired comparison?

3. What are the advantages and disadvantages of paired comparison scaling?

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