Research

1. Ch.11 - 6 -- Below are listed some objects of varying degrees of abstraction. Suggest properties of each of these objects that can be measured by each of the four basic types of scales.

a. Store customers

a. Nominal: Grouping by age

b. Ordinal: Ranking them by customer frequency

c. Interval: Scale of Customers perception of store employees

d. Ratio: Average monthly visits

b. Voter attitudes

a. Nominal: Grouping by Political Affiliation

b. Ordinal: Ranking The Candidates

c. Interval: Average length in voting booth

d. Ratio: Counts of Votes of particular candidates

c. Hardness of steel alloys

a. Nominal: Metals contained in alloys

b. Ordinal: Order of which alloys bend or do not?

c. Interval: Interval Scale

d. Ratio: Amount of particular metal in individual alloys

d. Preference for a particular common stock

a. Nominal: Group by types of stock

b. Ordinal: Rank stock in preference

c. Interval: Length of time one owns stock

d. Ratio: Order by which stocks has a higher profitable level in the quarter

e. Profitability of various divisions in a company

a. Nominal: Source of Income towards the company divisions

b. Ordinal: Ranking of divisions by profits

c. Interval: How Profitable by Quarters

d. Ratio: Order by which divisions achieve higher profitability

2. Ch. 12 - 2 -- Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer’s confidence that your firm will be able to recover. Draft a scale...