1.

Indicate the type of measurement scale you would use for each of the following
characteristics. Why did you choose the scale you did? Develop the appropriate
question for each characteristic and the scale is chosen.
i) Colour of dishwasher
ii) Age of a TV
iii) Occupation
iv) Brand Loyalty
v) Readership of a Newspaper

Answer:

i) Colour of Dishwasher

Type of scale chosen: Ordinal Scale

Why is the scale chosen: It is the simplest attitude measurement scale used in Market
Research.

Question: What is your most preferred colour for the dishwasher?

ii) Age of TV

Type of scale chosen: Ratio Scale

Why is the scale chosen: The ratio scale consists not only of equidistant points but a
meaningful zero point.

Question:

iii) Occupation

Type of scale chosen: Nominal Scale

Why is the scale chosen: It is widely used when relationships between two variables have
to be measured

Question: On a scale of 1-4 how do you rate your occupation given

1. dis-satisfied
2. Satisfied
3. Neutral
 4. Very Satisfied
iv) Brand Loyalty

Type of scale chosen: Nine point likert scale

Why is the scale chosen: By using this scale we can get to know the most preferred brand
by the customers.

Question: Which is your favourite Brand write according to the most preferred to least
preferred?

v) Readership of a Newspaper

Type of scale chosen: ratio Scale

Why is the scale chosen: The ratio scale consists not only of equidistant points but a
meaningful zero point.

Question:

2. Suggest and justify suitable sampling technique/ methods for the following situations:
 
a) To study the attitude of the general public towards packaged food items
 
b) To study the student's behaviour towards the introduction of dress code in college
 

Ans a) Quota Sampling technique will be used, as it can be decided on the basis of the
convenience of the judgement of the researcher.

Ans b) both students & teachers were selected using non-probability purposive sampling
technique. The study is both quantitative as well as qualitative

Maria Jose

MBA PM
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