Question

In marketing research, which level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment?

1) Nominal
2) Ordinal
3) Interval
4) Ratio

Answer 1

The preferred level of measurement when measuring purchase likelihood and attitude assessment in marketing research is interval scale level.

Step-by-step explanation:

The preferred level of measurement when measuring purchase likelihood and attitude assessment in marketing research is interval scale level.

Interval scale level data has a definite ordering and the differences between data can be measured. This allows researchers to compare purchase likelihood and attitude assessment on a scale, such as from strongly disagree to strongly agree or from very unlikely to very likely. However, interval scale data does not have a starting point and ratios cannot be calculated.

For example, a survey might ask participants to rate their likelihood of purchasing a product on a scale of 1 to 5, where 1 means not likely at all and 5 means very likely. This data can then be analyzed to understand the distribution of purchase likelihood.