Ordinal scale

One of the types of primary scales of measurement used in marketing research. An ordinal scale is in which numbers are assigned to data on the basis of some order (for example, more than, greater than) of the objects. Thus it is possible to determine whether an object has more or less of a characteristic than some other object, but not how much more or less. Therefore, an ordinal scale indicates relative position, not the magnitude of differences between the objects. In marketing ordinal scales are used to measure relative attitudes, opinions, perceptions, and preferences.