Busi 600 Db3

acCh.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

Nominal: Group the customers by gender, marital status, race, first time customer or returning customer.

Ordinal: Ranking candidates by Very Frequent buyers, Frequent buyers, non frequent buyers, very satisfied, satisfied, dissatisfied

Interval: attitude of sales representative

Ratio: Age group that spends the most money, average amount of time in the store, average return rate

b. Voter attitudes

Nominal: Political inclinement- Republican, Democrat, gender, state

Ordinal: Ranking candidates by likeness

Interval: Type of job.

Ratio: Age of voters

c. Hardness of steel alloys

Nominal: Hard steel or Soft steel?

Ordinal: Ranking steel by hardness

Interval: Durability of steel alloys, amount of material required to make it hard.

Ratio: Value of steel alloys

d. Preference for a particular common stock

Nominal: Market classification of stocks- S&P, NASDAQ, DOW etc.

Ordinal: Rank common stock according to preference

Interval:The cost of each stock.

Ratio: Rate of change in price

e. Profitability of various divisions in a company

Nominal: Classification of different divisions/ Profitable or not profitable

Ordinal: Ranking each division by Profitability.

Interval: Performance and profitability of each division in over a period time

Ratio: Rate of change in profit rated

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 for each of the following types that will measure that confidence.

a. Constant-sum scale – Relative importance to you?

When considering buying Menu Food products...