Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 7

The local Ford dealership is interested in collecting data to answer the following information research question: How likely are young adults to purchase a new automobile within a year after graduating from college? Design a nominal, ordinal, interval, and ratio scale measurement that will enable the dealership to collect the required data. In your opinion, which one of your designs would be most useful to the dealership and why?