Marketing Research

All of the following data are demographic data except

a. income

b. age

c. education

d. residence

e. religion

 Data Types

The following question elicits _____ data.

How satisfied are you with the last flight you took with American Airlines?

Very Somewhat Neutral Somewhat Very

Dissatisfied Dissatisfied Satisfied Satisfied

1 2 3 4 5

a. demographic

b. psychographic

c. attitude

d. behavioristic

Types of variables marketing researchers may work with include all of the following except

a. nominal

b. ordinal

c. logistic

d. ratio

The variable in which numbers serve only as labels to identify or categorize objects or events is the ____.

a. nominal variable

b. ordinal variable

c. interval variable

d. ratio variable

The following question will result in a ____ variable.

Which is your favorite Yogurt brand?

__ Yoplait __ Dannon __ Chobani __ Stonyfield __ Other ()

a. nominal variable

b. ordinal variable

c. interval variable

d. ratio variable

Which type of scale is the following question?

Please rank the importance of the following product features in your decision to buy a laptop computer. (1=most important, 4=least important)

a. Rank order

b. Likert scale

c. Semantic differential scale

d. Constant sum

e. Comparative

Which type of scale is the following