1.2 Stuff

Qualitative data consists of attributes, labels, or
nonnumeric entries.

Quantitative data consists of numerical
measurements or counts.
1.2: Qualitative or Quantitative?
telephone numbers in a directory (#7)
heights of hot air balloons (#8)
player numbers for a soccer team (#13)
1.2 Stuff

Data at the nominal level of measurement are
qualitative only. Data at this level are categorized
using names, labels, or qualities. No mathematical
computations can be made at this level.

Data at the ordinal level of measurement are
qualitative or quantitative. Data at this level can be
arranged in order, or ranked, but differences
between data entries are not meaningful.
1.2 Stuff

An inherent zero is a zero that implies “none”

Examples:
 $0
 0 inches

NOT examples:
 0 degrees
 Year 0
1.2 Stuff

Data at the interval level of measurement can be
ordered, and meaningful differences between data
entries can be calculated. At this level, a zero entry
simply represents a position on a scale (the entry is
not an inherent zero).

Data at the ratio level of measurement are similar
to data at the interval level, with the added property
that a zero entry is an inherent zero. A ratio of two
data values can be formed so one data value can be
expressed as a multiple of another.
1.2 Stuff
Put data in
categories
Arrange
data in
order
Subtract
data
values
Determine if one
data value is a
multiple of another
Nominal
Yes
No
No
No
Ordinal
Yes
Yes
No
No
Interval
Yes
Yes
Yes
No
Ratio
Yes
Yes
Yes
Yes
Level of
Measurement
1.2: Case Study answers
6) “Rating”, “Share”, “Audience” … inherent zero and
“twice as much”
5) “Day, Time”
4) “Rank”, “Rank last week”
3) “Program name”, “Network”
2) divide 20,000 by 114.5 million = .009%
8) shows to consider cancelling … price of advertising
minutes …