Problem: Suppose you work for a bank. The vice president of marketing has assigned you to gather data for use in a competitive analysis of the bank's customer service. She asks you to compare the customer service in your bank's branches with that of the other three major banks in the city.
1. What data would you want to gather, and why?
2. Of this data, what is quantitative and what is qualitative?
3. Provide examples of items on ratio, interval, ordinal, and nominative scales.