The paper is focused on the main problems of modern metrology in the context of the Fourth Industrial Revolution “Industry 4.0”, particularly in the field of qualimetry. The dominant issues of the methodology of qualimetrical measurement, as the interrelation between metrology and qualimetry, are considered. The following questions are raised and analysed: determination of the measurand in the qualimetrical measurement, creation of the virtual product quality pattern, determination of the product quality level by using the theory of multidimensional scaling, assurance of the metrological traceability of the qualimetrical measurement results. A procedure of performing the qualimetrical measurement is described.