The Kroger Company is one of the largest grocery retailers in the United States with over two thousand grocery stores across the country. Kroger uses an online customer opinion questionnaire to obtain performance data about its products and services and learn about what motivates its customers (Kroger website, April 2012). In the survey, Kroger customers were asked if they would be willing to pay more for products that had each of the following four characteristics. The four questions were: Would you pay more for products that have a brand name? products that are environmentally friendly? products that are organic? products that have been recommended by others?   1. Is the data collected by Kroger in this example categorical or quantitative?   Group of answer choices categorical quantitative       2. What measurement scale is used?   Group of answer choices Ordinal Nominal Interval Ratio

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