Analysis
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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 stores 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
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 consumers 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
c. Semantic differential scale
High Quality _ _ _ _ _ _ _ _ _ _ Low Quality
High Confidence _ _ _ _ _ _ _ _ Low Confidence
d. Stapel scale