Active Research Option 1: United Flying for Customer Satisfaction

Complete 1 of the 2 Active Research Options outlined here. Submit in Assignments Under Active Research

Due: February 21st 11:55 PM EST

Active Research Option 1: United Flying for Customer Satisfaction

Visit www.united.com and search the Internet, including social media and your library’s online databases, to obtain information on customer satisfaction with airlines. As the marketing director for United Airlines, what marketing strategies would you formulate to enhance satisfaction? How would you use nominal and ordinal scales to measure customer satisfaction with the major airlines such as United?

Active Research Option 2: Lexus: Luminescence of Luxury

Visit www.lexus.com and search the Internet, including social media and your library’s online databases, to obtain information on consumer purchase intentions for luxury cars. As the marketing manager for Lexus, how would you use information on consumer purchase intentions for luxury cars to increase your sales? Would you use quantitative data or qualitative data to measure consumer purchase intentions for luxury cars? How would the data be measured using the scales of measurement as described in this week’s content?

Part 1:

What is the scale of measurement of the data produced by the Q1 series, Q 6 series, Q 9, Q10 and Q15 in the JP Morgan survey associated with the case. Is it nominal, ordinal, interval or ratio? Please explain your reasoning.

Part 2:

Identify the type of scale (nominal, ordinal, interval, or ratio) being used in each of the following. Please explain your reasoning.

On an average weekday, how much time do you spend doing your homework and class assignments? Select one option:

 i. Less than 15 minutes   ii. 15 to 30 minutes   iii. 31 to 60 minutes   iv. 61 to 120 minutes v. More than 120 minutes

How much money did you spend last month on entertainment? Put the amount in the space provided____

3. I like to solve crossword puzzles. (Circle your response)

        Disagree 1     2      3      4      5      Agree