Question

Airline Customer Satisfaction. Many service companies collect data via a followup survey of their customers. For example, to ascertain customer sentiment, Delta Air Lines sends an e-mail to customers immediately following a flight. Among other questions, Delta asks: How likely are you to recommend Delta Air Lines to others? The possible responses are: $\begin{array}{llll}\text { Definitely } & \text { Probably } & \text { May or May } & \text { Probably Will } & \text { Definitely Will }\end{array}$ $\begin{array}{llll}\text { Will } & \text { Will } & \text { Not } & \text { Not } & \text { Not }\end{array}$ a. Are the data collected by Delta in this example quantitative or categorical? b. What measurement scale is used?

Name: Problem 7, Chapter 1: Essentials of Modern Business Statistics
Uploaded: 2025-07-26T21:13:04-08:00
Duration: 1 min 3 s
Channel: Nick Johnson

   Airline Customer Satisfaction. Many service companies collect data via a followup survey of their customers. For example, to ascertain customer sentiment, Delta Air Lines sends an e-mail to customers immediately following a flight. Among other questions, Delta asks:
How likely are you to recommend Delta Air Lines to others?
The possible responses are:
$\begin{array}{llll}\text { Definitely } & \text { Probably } & \text { May or May } & \text { Probably Will } & \text { Definitely Will }\end{array}$ $\begin{array}{llll}\text { Will } & \text { Will } & \text { Not } & \text { Not } & \text { Not }\end{array}$
a. Are the data collected by Delta in this example quantitative or categorical?
b. What measurement scale is used?

Essentials of Modern Business Statistics

David R. Anderson,… 8th Edition

Chapter 1, Problem 7

Instant Answer

Solved by Expert Nick Johnson

07/26/2025

Step 1

The question asks customers to choose from a set of predefined responses, which are not numerical. Therefore, the data collected is not quantitative, but rather qualitative or categorical. Show more…

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Airline Customer Satisfaction. Many service companies collect data via a followup survey of their customers. For example, to ascertain customer sentiment, Delta Air Lines sends an e-mail to customers immediately following a flight. Among other questions, Delta asks: How likely are you to recommend Delta Air Lines to others? The possible responses are: $\begin{array}{llll}\text { Definitely } & \text { Probably } & \text { May or May } & \text { Probably Will } & \text { Definitely Will }\end{array}$ $\begin{array}{llll}\text { Will } & \text { Will } & \text { Not } & \text { Not } & \text { Not }\end{array}$ a. Are the data collected by Delta in this example quantitative or categorical? b. What measurement scale is used?

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Key Concepts

Categorical Data

Categorical data refer to variables that represent distinct groups or categories rather than numeric values. This type of data is qualitative in nature, where responses are classified into categories such as 'definitely recommend' or 'probably will not recommend', and the inherent order or ranking between categories may or may not be relevant.

Ordinal Scale

An ordinal scale is a type of measurement scale used in surveys where the response options have a meaningful order or ranking, but the intervals between the ranks are not necessarily equal. In customer satisfaction surveys, responses typically range from 'definitely will not' to 'definitely will', indicating a clear order in customer sentiment, even though the difference between adjacent responses cannot be assumed to be consistent.

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