Customer service division of a major consumer electronics company

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SCENARIO 1-1
The manager of the customer service division of a major consumer electronics company is interested
in determining whether the customers who have purchased a Blu-ray player made by the company
over the past 12 months are satisfied with their products.
1. Referring to Scenario 1-1, the possible responses to the question “How many Blu-ray players
made by other manufacturers have you used? “results in 1. ________
a) a nominal scale variable.
b) an ordinal scale variable.
c) an interval scale variable.
d) a ratio scale variable.
2. True or False: The answer to the question “How many hours on average do you spend watching
TV every week?” is an example of a ratio scaled variable. 2. ________
3. The Dean of Students conducted a survey on campus. Grade point average (GPA) is an example
of a _______ numerical variable. 3. ________
4. The level of satisfaction (“Very unsatisfied”, “Fairly unsatisfied”, “Fairly satisfied”, and “Very
satisfied”) in a class is an example of an ordinal scaled variable. 4. ________
5. Referring to Scenario 1-2, the possible responses to the question “How many more months do
you think the U.S. economy will require to get out of a recession?” are values from a 5. ________
a) discrete numerical variable.
b) continuous numerical variable.
c) categorical variable.
d) table of random numbers.
6. A study is under way in Yosemite National Forest to determine the adult height of American
pine trees. Specifically, the study is attempting to determine what factors aid a tree in reaching
heights greater than 60 feet tall. It is estimated that the forest contains 25,000 adult American
pines. The study involves collecting heights from 250 randomly selected adult American pine 6. ________
trees and analyzing the results. Identify the population from which the study was sampled.
a) The 250 randomly selected adult American pine trees.
b) The 25,000 adult American pine trees in the forest.
c) All the adult American pine trees taller than 60 feet.
d) All American pine trees, of any age, in the forest.
7. The Human Resources Director of a large corporation wishes to develop an employee benefits
package and decides to select 500 employees from a list of all (N = 40,000) workers in order to
study their preferences for the various components of a potential package. The Director will use
the data from the sample to compute

Sample Solution

A nominal scale variable is a variable that assigns categories to objects. For example, the variable “gender” is a nominal scale variable, because it assigns the categories “male” and “female” to objects. An ordinal scale variable is a variable that assigns ordered categories to objects. For example, the variable “rating of satisfaction” is an ordinal scale variable, because it assigns the categories “very satisfied”, “satisfied”, “neutral”, “dissatisfied”, and “very dissatisfied” to objects. An interval scale variable is a variable that assigns ordered categories to objects and has equal intervals between the categories. For example, the variable “temperature” is an interval scale variable, because it assigns the categories “freezing”, “cold”, “cool”, “warm”, “hot”, and “burning” to objects, and there are equal intervals between these categories. A ratio scale variable is a variable that assigns ordered categories to objects, has equal intervals between the categories, and has a true zero. For example, the variable “distance” is a ratio scale variable, because it assigns the categories “one meter”, “two meters”, “three meters”, etc. to objects, and there are equal intervals between these categories, and there is a true zero (zero meters).

In the scenario, the possible responses to the question “How many Blu-ray players made by other manufacturers have you used?” are “0”, “1”, “2”, “3”, etc. These are ordered categories, but there are not equal intervals between them. For example, the difference between “0” and “1” is not the same as the difference between “2” and “3”. Therefore, the variable is an ordinal scale variable.

Here are some additional explanations of the different types of scale variables:

  • Nominal scale variables are the simplest type of scale variable. They are used to classify objects into categories. For example, the variable “gender” is a nominal scale variable, because it classifies people into the categories “male” and “female”.
  • Ordinal scale variables are more complex than nominal scale variables. They allow us to order objects in a meaningful way. For example, the variable “rating of satisfaction” is an ordinal scale variable, because it allows us to order people’s satisfaction with a product on a scale from “very satisfied” to “very dissatisfied”.
  • Interval scale variables are even more complex than ordinal scale variables. They allow us to order objects in a meaningful way and to calculate the difference between two objects. For example, the variable “temperature” is an interval scale variable, because it allows us to order temperatures from “freezing” to “burning” and to calculate the difference between two temperatures.
  • Ratio scale variables are the most complex type of scale variable. They allow us to order objects in a meaningful way, to calculate the difference between two objects, and to have a true zero. For example, the variable “distance” is a ratio scale variable, because it allows us to order distances from “0 meters” to “100 meters”, to calculate the difference between two distances, and to have a true zero (zero meters).

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