1. In survey questions on customer opinions using itemised rating scales (such as Likert scales, i.e. ranging from, say, 'strongly agree' to 'strongly disagree') explain the advantages and disadvantages of:
2. (a) an odd versus even number of categories
3. (b) few versus many categories.
4. Would you treat such data as being ordinal or measurable? ('Well , it depends' is a valid answer, provided there is a justification!)