Analysis

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

Nominal - Gender, Returning Customer/New Customer, Age

Ordinal - ratings of the store's satisfied customers

Interval - attitudes of store employees

Ratio - return rates, amount of time in the store before an associate speaks to a customer, which age group spends the most money

b. Voter attitudes

Nominal - political orientation, gender, age

Ordinal - preferred political party, individual candidate rankings

Interval - average time of tv promotional message

Ratio - groups of people who do not vote vs groups of people who do vote

c. Hardness of steel alloys

Nominal - low levels of carbon/high levels of carbon

Ordinal - level of carbon content to determine hardness

Interval - average level of carbon

Ratio - how long does it last before it fails low levels vs high levels

d. Preference for a particular common stock

Nominal - Gender, Age

Ordinal - Income Level of investors

Interval - length of time invested

Ratio - different prices of stock

e. Profitability of various divisions in a company

Nominal - Profitable Yes or No

Ordinal - how profitable each department is by dollar amounts

Interval - how profitable by time frames

Ratio - profits this year vs profits last year

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

a. Constant-sum scale

Taking all the characteristics of quality used by Menu Foods and now considering the recall on pet food, how confident are you in the service provided by Menu Foods:

Before the recall ____

After the recall ____

Sum 100

b. Likert-type summated scale

How confident are you in the service provided by Menu Foods

Very Confident Confident Neutral Shaky Very Shaky

(5) (4) (3) (2) (1)

c. Semantic differential scale

High Quality _ _ _ _ _ _ _ _ _ _ Low Quality

High Confidence _ _ _ _ _ _ _ _ Low Confidence

d. Stapel scale

+5 +5

+4 +4