We have produced a customer satisfaction survey with this question:

Please rate your satisfaction with your purchase experience on the following scale: 1 = Very Poor, 2 = Somewhat Poor, 3 = Neutral, 4 = Somewhat Satisfied, 5 = Very Satisfied.

What type of data will we be collecting from this question?

Group of answer choices

Ratio

Interval

Nominal

Ordinal

Digital media, including social media, websites and email produce mountains of consumer data. Despite that, there are times when we need to conduct research to understand consumers and produce insights (not just gather insights from available data). What was the business situation covered in class lectures for which we often need to conduct marketing research? To understand complex societal trends When competitors are innovating at a rapid rate When marketing spending needs to be reduced When developing new products or services Question 6 1pts The Net Promoter Score (NPS) is widely used in business as a measure of overall company/brand strength. It uses an eleven point scale to assess the likelihood that customers will recommend a company or service to others. What's a weakness of the Net Promoter Score methodology? Eleven point scales are too complex for most consumers It is qualitative not quantitative in nature Survey methods inherently introduce error into their results It focuses on the overall company or brand, not the specifics of customer experience It is subject to abuse by internet trolls