Scales of Measurement

Scales of measurement are fundamental in communication research as they determine how data is categorized, measured, and analyzed. There are four primary scales of measurement: nominal, ordinal, interval, and ratio.

1. Nominal Scale: This is the most basic level of measurement, where data is categorized into distinct groups that have no inherent order or rank. Examples include gender, ethnicity, or types of communication channels (e.g., television, ______ ____ ___ ____ ____ _________ ___ _______ _____ ___.
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