A researcher designs his questionnaire in such a way that a respondent can communicate his/her intensity of like/dislike for a product by circling an appropriate number from the response options that go from 1 to 5 (where 1 is "Strongly disagree" and 5 is for "Strongly agree"). These numbers (1 to 5) are commonly referred to as:

The numbers 1 to 5 are referred to as ordinal scale of measurement.

Explanation:

when assigning values to variables in measurement, four levels or scales of measurement are used, and they include; nominal, ordinal, interval and ratio scales of measurement.

1. nominal scale of measurement: this refers to the level of measurement, where the data are purely for nomenclature alone, the data do not contain any hierarchy whatsoever. Example here is grouping participants in a study to determine their eye colors. The eye colors may be brown, black, blue, yellow, etc. These data are purely for grouping and do not posses any quality of hierarchy, for example, it is illogical to say blue is greater than black.

2. ordinal scale of measurement: the ordinal scale/level of measurement is one that can be used both for grouping and ordering data, and posses some form of hierarchy, but the data are not measured on any interval of equality, based on a certain rule. For example after a race, participants can be grouped as; first, second, third, fourth etc. by ordering, first comes before second, but, it is illogical to say that the distance between first and second is the same as that between fourth and fifth, because there is no interval scale. In this example, the numbers 1 to 5 tags a group pf entry which are 'strongly disagree' to 'strongly agree' respectively, and it can be said that the entry 'strongly agree' can be ordered first in terms of positivity with strongly disagree being the least positive.

3. interval scale of measurement: the interval scale of measurement is one that groups, orders and in addition distances between the data on a certain scale can be measured, but the scale has a non-zero point. Example is using the scale on a wall clock. it is irrational to say 6 O'clock is twice as large as 3 O'clock because there is a non zero point on the scale, but it is rational to say that the difference between 7 O'clock and 6 O'clock is the same as that between 5 O'clock and 4 O'clock.

4. ratio scale: the ratio scale of measurement accommodates all the three scales of measurement measured above and in addition has a zero-point on the scale of measurement, hence ratio can be applied, and algebraic manipulations can also be done. for example in a number line, it is logical to say 6 is twice as large as 3, and the distance between 5 and 3 is the same as that between 8 and 6.

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