Tutorial 4

Question : There are four level measurement. How do they differ? Provide an example of each
measurement level that might be found in daily public relations activity.
Definition of level measurement :
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Often used as a synonym for evaluation refers specifically to the process of taking a measure of
some defined criteria or phenomena.
Measurement is part of both formative and summative research and is part of evaluation. Without
reliable measures, both planning and evaluation cannot be conduct with any precision.
A variables level of measurement is central to decisions about statistical analysis and graphic
displays.
There are 4 level of measurement that is nominal, ordinal, interval, and ratio.

Four level of measurement

1. Nominal
- consist of distinct categories. Each category has a code number, there is nothing inherently
numerical about these mutually exclusive items.
- Cannot be ranked.
- Researcher counts the number in each category and computes the proportion of the total cases in
each category.
- Examples : race, gender, religious, marital status and so on.

2. Ordinal
- Have ordered categories. These categories indicate more or less of some attribute that is rankordered along some dimension.
- Always have an explicit hierarchy on some dimension in the response choices.

3. Interval
- It is possible to measure the precise distance between cases.
- Covey the most information about a variable because they allow the researcher to classify, order,
and array values along a clearly delineated common scale or standard.
- Corresponds to the magnitude of the phenomenon being measured.

4.
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Ratio
In addition to possessing the qualities of nominal, ordinal, and interval.
Has an absolute zero ( a point where none of the quality being measured exists) .
By using a ratio permits comparisons such as being twice as high, or one-half as much.

Conclusion
There are four level of measurement that consist of nominal, ordinal, interval, and ratio. This four level
measurement play an important role on collecting data and analyze the data. The researcher must consider
carefully the level at which they collect data especially in doing statistical procedures and key-in data.

References
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Onlinestatbook.com
Johngarger.com (articles methodology)
Effective Public Relations, 10th edition, Glen M. Broom, 2009, Pearson.
Survey Research for Public Administration, David H. Folz, 1996, SAGE Publications, London,
New Delhi.