Marketing Levels of Scales

Marketing Levels of Scales Summary

When working with marketing research you may come across the concept of the four “levels of scales”, or “levels of measurement”. All measurements collected by the three marketing instruments: questionnaires, qualitative measures and technological devices will measured by one of these forms of data.

The four levels of scales are:

  • Nominal
  • Ordinal
  • Interval
  • Ratio

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Best-Worst Survey in Qualtrics

Can you do best-worst surveys in Qualtrics?

Not natively, but you can use existing question formats to achieve the same result.

How to do a Best-Worst Survey in Qualtrics

Option 1: Side by Side

This option gives the closest look and feel of a best-worst matrix, but has the negatives of repeated headers, and a non uniform screen width across the questions.

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