Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 12

Identify the level of measurement (nominal, ordinal, interval, ratio) used in each of the following questions. Justify your answer.
a. During which season of the year were you born
• winter
• spring
• summer
• fall
b. What is your total household income ____________________
c. Which are your three most preferred flavors of chewing gum Rank them from 1 to 3 according to your preference, with 1 as most preferred.
___spearmint
___wintergreen
____cinnamon
____peppermint
____fruit
____sour apple
d. How much time do you spend traveling to school every day
• under 5 minutes
• 16 to 20 minutes
• 5 to 10 minutes
• 30 minutes and over
• 11 to 15 minutes
e. How satisfied are you with Fortune magazine
• very satisfied
• dissatisfied
• satisfied
• very dissatisfied
• neither satisfied nor dissatisfied
f. On average, how many 12-ounce cans of soft drinks do you drink in a day
• over 6 cans
• 1 to 3 cans
• 4 to 6 cans
• 0 cans
g. Which of the following courses have you taken
• marketing research
• sales management
• advertising management
• consumer behavior
h. What is the level of education for the head of your household
• some high school
• some college
• high school graduate
• college graduate and/or graduate work