Charles Francis Richter an instrument generally consisting of a constantly unwinding roll of paper, anchored to a fixed place, and a pendulum or magnet suspended with a marking device above the roll, to record actual earth motion during an earthquake. The scale takes into account the instrument's distance from the epicenter, or the point on the ground that is directly above the earthquake's origin. Richter chose to use the term "magnitude" to describe an earthquake's strength because of his early interest in astronomy; stargazers use the word to describe the brightness of stars. Gutenberg suggested that the scale be logarithmic so an earthquake
Rating scale at the ordinal level. Numbers indicate the relative position of items, but not the magnitude of difference. Attitude and opinion scales are usually ordinal; one example is a Likert response scale: Some data are measured at the interval level. Numbers indicate the magnitude of difference between items, but there is no absolute zero point. A good example is a Fahrenheit/Celsius temperature scale where the differences between numbers matter, but placement of zero does not. Some data are measured at the ratio level. Numbers indicate magnitude of difference and there is a fixed zero point. Ratios can be calculated. Examples include