After reading the Chapters Measurement, Measurement scales, Questionnaires and instruments answer the questions below.
1. Below are listed some objects of varying degrees of abstraction. Suggest a question and the properties of each of these objects that can be measured by each of the four basic types of scales. There are relatively few pure interval scales found in business research. Almost all text discussions of this scale refer to the example of temperature scales. However, some attitude scales such as the Likert and Semantic Differential, are claimed to approach interval characteristics. In addition, approximate interval scales can be developed from paired comparisons and rank orders of objects. See the following A and B examples. Once, you have seen them then do the same for object 1 shown below:
A. Store customers
Nominal – Group them by race, ethnic background, married or single status, etc.
Ordinal – Example: Rank them as very frequent buyers, frequent buyers, and infrequent buyers.
Interval – Some scale of attractiveness in which the scale is presumed to be an interval scale (interval must be defined)
Ratio – Example: Average size of monthly purchases.
B. Voter attitudes
Nominal – Example: grouped as Republican, Democrat, Independent, and other.
Ordinal – Example: Rank of candidates in order of preference.
Interval – Likert – type scale (Likert interval must be defined)
Ratio – Example: Count of votes for various candidates in each district.
Object: 1) Mobile coupon redemption. You might want to research the subject first before defining how to set the measurement scale.For research findings, you can go to FNY Library online resources (LIRN) and find articles related to the subject.Be specific when suggesting the properties. For instance, interval/Likert, if applies, it must describe the item with its specific scale.
2. As part of the bankruptcy restructuring, General Motors launches an ad campaign that reveals glimmers of a streamline GM: fewer brands (Cadillac, Buick, Chevrolet, GMC) and fewer models within each brand. Then, what research would you have done to determine which vehicle models GM should retain and which it should drop? What would you have measured and with what type of measurement scale?
3. The owner of Oreo cereals was asked by Target, to improve the version of Oreo O’s. After looking at social media comments, Target discovered a preference for this cereal during late-night snacking. What should Target measure during the initial 100-day relaunch campaign through exclusivity to Target’s stores?
4. Government economic data reveal that young adults, not middle-aged or older adults, are having the most difficult time in today’s economy. Although the nation’s labor market shows a decline in the unemployment rate, the percentage of young adults (from 18 to 24), currently employed (54%) is at the lowest level since government data collection started in 1948. If you were working for a national survey organization doing a general public survey of young adults and older ones, what topics and questions would you design into your survey to elaborate on this finding?
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