1. What is measurement?

2. Among the four basic levels of scales, which one pro-vides the researcher with the most information?

3. Explain the main differences between interval and ratio scale measurements.

4. What are the major differences between ordinal and interval scales? In your response include an example of each type of scale.

5. Explain the major differences between rating and ranking scales. Which is a better scale measurement technique for collecting attitudinal data on sales force performance of people who sell commercial laser printers? Why?

6. What are the benefits and limitations of comparative scale measurements? Design a ranking order scale that will enable you to determine brand preference between Bud Light, Miller Lite, Coors Light, and Old Milwaukee Light beers.

7. How does activating scaling properties determine the amount of data and information that can be derived from measurement scales?

8. In construct and measurement scale development, how does validity differ from reliability? Include definitions of each term.