In our daily life when we measure, we use some yardstick to determine weight, height or some other feature of physical object. We also measure how well we like a song, painting, etc.
Empiricism, verifiability, generalization. Debate over positivism. Quantitative Vs. Qualitative data.
Content analysis and semiotic analysis, The debate between the American and the European schools of media studies.
Classification of advertising.