Charles Francis Richter developed a logarithmic scale to measure intensity. The name "magnitude" for this measurement came from Richter's childhood interest in astronomy - astronomers measure the intensity of stars in magnitudes. Gutenberg's contribution was substantial, but his aversion to interviews contributed to his name being left off the scale. After the publication of the proposed scale in 1935, seismologists quickly adopted it for use in measuring the intensity of earthquakes. Richter remained at the Carnegie Institute until 1936, when he obtained a post at the California Institute of Technology, where Beno Gutenberg worked. Gutenberg and Richter published "Seismicity of the Earth" in
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