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Measurement Scales: For questions listing survey items (e.g., “Rank brands 1–5” vs. “Rate satisfaction 1–7”), practice identifying nominal, ordinal, interval, or ratio. The “solution” is the scale name and the permissible statistics (e.g., median for ordinal, mean for interval). Measurement & Scaling:
Choose between Exploratory (focus groups), Descriptive (surveys), or Causal (experiments) based on the business objective. Measurement & Scaling: