# Design technology

### 1.1B Psychological Factors

#### **Psychological Factor Data**

>**term:** Human factor data related to psychological interpretations caused by **light, smell, sound, taste, temperature and texture**

#### **Methods of Collecting Psychological Fators**
>4 types of measure ment data scales; **nominal, ordinal, interval and ratio**

* ***Nominal (Data) Scale***
* *used in classification or division of object*
* *each identified with a name*
* *quantitative assessment cannot be made*
* ***Ordinal (Data) Scale***
* *list items in order of importance or significant*
* *measure a feeling or perception along a contimuum*
* *no numerical difference between on value and the next*
* ***Interval (Data) Scale***
* *represent the order of values as well as showing difference*
* *don't have an absolute zero*
* *same difference between points or units*
* *measurements using an interval scale can be subjected to numerical or quantitative analysis*
* *e.g. Celsius thermometer the zero is arbitarily set to the freezing point of water, difference in scale are equal*
* ***Ratio (Data) Scale***
* *allows you to compare the figgerences between numbers*
* *has a ture zero*
* *e.g. 0 grams is ture zero, no mass*
* *measurements using a ratio scale can be subjected to numerical or quantitative*

### Qualitative versus Quantitative Data
#### **Qualitative Data**
>Term: typically descriptive data used to find out in depth the way people think or feel
* *Nominal or Ordinal Scale*
* *taste, smell, temperature and texture*
* *used in a design context relating to psychological factors, individuals vary in their reactions to the data*

#### **Quantitative Data**
> Term: Data that can be measured and recorded using numbers. e.g. height, shoe size, and fingernail legth
* *Interval or Ratio Scale*
* *sound, temperature, and light*