The Kroger Company is one of the largest grocery retailers inthe United States, with over 2,000 grocery stores across thecountry. Kroger uses an online customer opinion questionnaire toobtain performance data about its products and services and learnabout what motivates its customers.† In the survey, Krogercustomers were asked if they would be willing to pay more forproducts that had each of the following four characteristics. Thefour questions were: Would you pay more for
products that have a brand name?
products that are environmentallyfriendly?
products that are organic?
products that have been recommended byothers?
For each question, the customers had the option of respondingYes if they would pay more or No if they would not pay more.
(a)
Are the data collected by Kroger in this example categorical orquantitative?
categorical quantitative Correct: Youranswer is correct.
(b)
What measurement scale is used?
ratio scale interval scale ordinal scalenominal scale
