Consider a scale from 1 to 100 for locating consumers according to the characteristic attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of unfavorableness, with 1 extremely unfavorable, and 100 - extremely favorable. is the actual assignment of a number from 1 to 100 to each respondent is the process of placing the respondents on a continuum with respect to their attitude toward department stores. Measurement: Scaling Ranking: Measurement Scaling Measurement Scaling Ranking