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

Level ofMeasurement

Put data incategories

Arrangedata inorder

Subtractdata

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

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 …