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Questionnaire Design, 3rd Edition by Ian Brace

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05

Data types

Responses are measured using four types of data: nominal, ordinal, interval and ratio. It is important for the questionnaire writer to recognize which type of data is being collected for each question, as this will determine the type of analysis that can be carried out.

Nominal data

Nominal data is data that is classified into discrete categories by name, eg male, female; New York, Chicago, Los Angeles; purchaser of pizza, non-purchaser of pizza. Depending on the type of data collection system used, a number will often be assigned to each category. However, that number is purely arbitrary and implies no value that can be given to the response category; the numbers are given for identification purposes only. Thus if a sampling ...

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