This document discusses the concept of measurement. It defines measurement as perceiving and understanding characteristics of objects, people, or activities based on specific standards and units. There are four factors of measurement: the object or person being measured, the characteristic being measured, the tools used to measure, and the person doing the measuring. Variables can be qualitative or quantitative, with quantitative variables further divided into continuous and discrete. There are four levels or scales of measurement: nominal, ordinal, interval, and ratio, with each level building on the previous and allowing for more complex analysis and calculations with the data.