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

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: what is your TV’s age ?

1. < 3 years
2. < 6 years
3. < 9 years
4. < 12 years

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: which newspaper do you read the most ?

1. Paper 1
2. Paper 2
3. Paper 3
4. Paper 4

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:
Sampling Tech. : Quota Sampling (quota can be decided on basis of variable like population or on
basis of the convenience or judgment of the researcher. )
 
b) To study the student's behavior towards the introduction of dress code in
college:
Sampling Tech. : Convinience Sampling (participants selected on basis of availability or willingness.
But results may be biased. )