Question

why do marketing researchers feel we can use ordinal scale as an interval scale?

Answer 1

An ordinal scale arranges objects or alternatives according to their magnitude in an ordered relationship. When respondents are asked to rank their preferences, they assign ordinal values to them.

An interval scale arranges objects according to their magnitudes and distinguishes this ordered arrangement in units of equal intervals.

Thus an ordinal scale like an interval scale arranges objects according to their magnitudes. Hence marketing researchers feel they can use ordinal scale as an interval scale.