Vail Resorts uses various types of scales and questions on their surveys. Here is a question from their guest satisfaction survey that uses a five-point scale.
(a) Would the measurement level for the data collected from this question be nominal, ordinal, interval, or ratio?
(b) Would it be appropriate to calculate an average rating for the various items? Explain.
(c) Would a 10-point scale be better? Explain. (Source: Vail Resorts, Inc. Used with permission.) €œRate your satisfaction level on numerous aspects of today€™s experience, where 1=Extremely Dissatisfied & 5 = Extremely Satisfied.€

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1. Value for Price Paid: 2. Ticket Office Line Wait (if went to ticket window) 3. Friendliness/Helpfulness of Lift Operators: 4. Lift Line Waits 5. Variety of Trails: 6. Amount of Snow Coverage 7. Level of Crowding on Trails: 8. Clearly Marked Trail Signs: 9. Attention to Skier Safety: 10. Ski Patrol Visibility: 1 2345 1 2 3 4 5 1 2 34 5 1 2 3 4 5 1 2 345 1 23 45