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Case question for week 4:

1. What type of measurement scale is each of the following scales?

(a) Nominal

(b) Ordinal

(c) Interval

(d) Ratio

A list of preferences of carpet styles rated on a 1 to 7 scale.

A ranking of preferences for carpet fiber.

1. DuPont

2. Monsanto

3. BASF

4. Allied

A list of preferences of carpet colors rated on a -3 to 3 scale.

A constant sum scale of importance attached to attributes of a carpet.

2. What types of noncomparative scales can be used to gather the information needed on psychographics (activity, interest, and opinions), motivations, attitudes, and intentions to purchase?

Notes: What is psychographics?

Demographic information is likely to be more useful than psychographic data when simple, objective criteria are sufficient in defining and distinguishing potential consumers. Demographic data are more clearly defined and directly measurable than psychographics and, therefore, make segmentation on these basis more straightforward.

In contrast, psychographics are used to understand consumers’ motivations for purchasing and using products. These data reflect people’s tendencies to sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their money. Many of these characteristics are more complex and less overt than demographics but often address the underlying motivations for individuals’ behaviors.

Psychographic Information: Psychographics can be obtained from an activities-interests-opinions (AIO) inventory. An AIO inventory can be constructed from a list of statements related to lifestyles. Respondents express their degree of agreement or disagreement with the statement.

3. Are each of the following questions well formulated? If not, what is the error?

(a) What is your favorite construction of carpet fibers?

Nylon BCF __________

Nylon Staple __________

Polypropylene BCF __________

Polypropylene Staple __________

Polyester __________

(b) Do you intend to buy a new carpet soon?

Yes __________

No __________

(c) Do you believe, as most Americans do, that U.S. citizens should buy American made carpets?

Yes __________

No __________

(d) Will you buy designer carpets given that they cost slightly more than traditional carpets?

Yes __________

No __________