What is an Ordinal Scale?
- Content Type:
- Glossary
Ordinal scale Definition
Identifies categories of the variable which can be ranked from smallest to the largest, but the distance between observations is not meaningful. An example would be a question which attempts to record the degrees of opinions using terms such as poor, fair, good and excellent.
An ordinal scale is a type of measurement scale used in market research that categorizes data into ordered levels or rankings. While it shows relative positions, it does not indicate the magnitude of differences between categories (e.g., "satisfied," "neutral," "dissatisfied").
Who relies on an ordinal scale in the insights industry?
Market researchers, survey designers, data analysts and business strategists rely on ordinal scales to assess preferences, satisfaction levels and other variables where ranking or order matters.
What are key aspects of an ordinal scale in market research?
Key aspects include:
- Ordered categories: Represents a sequence or rank (e.g., 1st, 2nd, 3rd).
- No equal intervals: Differences between levels are not quantifiable.
- Descriptive data: Provides insights into relative positions or preferences.
- Common usage: Frequently used in satisfaction surveys, preference rankings and Likert scales.
- Limited statistical analysis: Allows for median and mode calculations but not mean or standard deviation.
Why are ordinal scales important in market research?
Ordinal scales are important because they help researchers understand the order of preferences, levels of satisfaction or importance without requiring precise measurements. They are simple and effective for collecting data that reflects relative attitudes or priorities.
How do market researchers use ordinal scales?
Market researchers use ordinal scales in surveys to rank consumer preferences, measure satisfaction levels or evaluate brand loyalty. For example, they may ask respondents to rank their top product choices or rate their satisfaction on a scale from "very dissatisfied" to "very satisfied." These insights guide decision-making by highlighting trends and priorities.