# The Kroger Company is one of the largest grocery retailers in the United States, with over 2000 grocery stores across the country. Kroger uses an onli

The Kroger Company is one of the largest grocery retailers in the United States, with over 2000 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?
For each question, the customers had the option of responding Yes if they would pay more or No if they would not pay more.
a. Are the data collected by Kroger in this example categorical or quantitative?
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Step 1
(a)
The questions:
Would you pay more when,
Product have a brand name.
Product are environment friendly.
Products that are organic.
Products that have been recommended by others.
Concept Used:
Quantitative variable refers the variable that can express in terms of numbers.
Qualitative Variable refers to the variable that cannot express in terms of number, it can only be words or characters.
Step 2
Conclusion:
As we know the answer of these questions will only be in "Yes" and "No" form, which means that answers will be categorical, therefore the data collected by the researcher based on these questions will be categorical.