The Kroger Company is one of the largest grocery retailers in the United States, with over 2000 grocery stores across the country. Kroger uses an online customer opinion questionnaire to obtain performance data about its products and services and learn about what motivates its customers (Kroger website, April 2012). In the survey, Kroger customers were asked if they would be willing to pay more for products that had each of the following four characteristics. The four questions were: Would you pay more for products that have a brand name?
Products that are environmentally friendly?
Products that are organic?
Products that have been recommended by others?
For each question, the customers had the option of responding Yes if they would pay more or No if they would not pay more.
a. Are the data collected by Kroger in this example categorical or quantitative?
b. What measurement scale is used?