The Kroger Company is one of the largest grocery retailers in the United States, with over2000 grocery stores across the country. Kroger uses an online customer opinion questionnaire to obtain performance data about its products and services and learn about whatmotivates its customers (Kroger website, April 2012). In the survey, Kroger customerswere asked if they would be willing to pay more for products that had each of the followingfour characteristics. The four questions were: Would you pay more forproducts that have a brand name?products that are environmentally friendly?products that are organic?products that have been recommended by others?For each question, the customers had the option of responding Yes if they would pay moreor No if they would not pay more.a. Are the data collected by Kroger in this example categorical or quantitative?b. What measurement scale is used?
The Kroger Company is one of the largest grocery retailers in the United States, with over
2000 grocery stores across the country. Kroger uses an online customer opinion questionnaire to obtain performance data about its products and services and learn about what
motivates its customers (Kroger website, April 2012). In the survey, Kroger customers
were asked if they would be willing to pay more for products that had each of the following
four characteristics. The four questions were: Would you pay more for
products that have a brand name?
products that are environmentally friendly?
products that are organic?
products that have been recommended by others?
For each question, the customers had the option of responding Yes if they would pay more
or No if they would not pay more.
a. Are the data collected by Kroger in this example categorical or quantitative?
b. What measurement scale is used?
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