1.

Identify and classify each of the six variables according to the four measurement scales
(nominal, ordinal, interval, and ratio).

In order to cater for all the six variables in terms of the four measurement scales; nominal,
ordinal, interval and ratio, it is possible to go deeper into the details of each of the variables
accompanied by the type of data that each represents.

Age is a variable that belongs to the measure of central tendency, and under the ratio scale of
measurement which is considered to be the most informative scale. This classification is due
because the age has an actual zero point, which means that a person’s age can be nil, and equal
division of the interval between two successive ages (for instance, the difference in age of 20 and
30 is same as between 30 and 40). This enables computations relevant to mathematics, for
instance, averaging and ratios that can be deduced depending on age information (Hair, 2009).

As for measurement, gender is a nominal scale, the simplest scale of measurement or

categorization of data that can’t be compared because they have no numerical value. The terms
“man”, “woman”, and “non-binary” are not ordinal or ranked thereby elimination the idea of a
scale. This scale fulfills the purpose of gathering categorical data that cannot be used with
Guttman or ordinal scale (Field, 2013).

The Income Level, Interest in smart home devices and the Preferred Price range all fall in the
category of the ordinal scale of measurement. This scale classifies data into categories that have
a logical order – for example, low, medium and high income and the intervals between the
categories are not equally space or are not quantitative. For instance, it will be possible to order
income levels from the smallest to the largest while having different values within the ranges of
categories. Likewise, the number of smart home devices that the consumers are interested in and
the actual price range preferred are assessed by Likert-type scales to represent preference or
intensity; that is, the categories do not have equal intervals between adjacent categories (Spencer,
2013).

The last independent variable is Frequency of Using Technology in Daily Life which uses a ratio
scale the second most detailed scale after the ratio scale. It has a real zero point, meaning no
usage; the distances between ladder points like daily, weekly, monthly are equally spaced and
can be arithmetized, thus average and ratio based on frequency can be calculated (Grimm &
Yarnold, 1995).

2. Using at least one of the following types of charts: bar chart, histogram, pie chart, box plot, or
scatter plot, create an appropriate visualisation for each variable and provide a brief explanation for
the choice of each visualisation.

Age:

Age
70

60

50

40 Age

30

20

10

0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96

From the histogram of age distribution we can see the area is approaching to the bell-shaped
distribution which represents a normal distribution of age of the respondents. The mode at 40
implies that several respondents are of this age or around this age, while the rest of the
frequencies reduce progressively to younger ages and older ages. Such distribution ensures that
the different age groups are equally represented within its network, which is very essential when
targeting diverse age groups in marketing and new product promotion (Zheng et al., 2017).

Gender:
 Gender

Total

Prefer no to say Freequency Distribution

Male , Female & Prefer not
to say
Male

Female

0 20 40 60 80 100 120

Basically, the bar chart illustrating gender affiliation of respondents shows that males are
dominant in the society with 51% as compared to female with 43%. 6% of the respondents
declined to indicate their gender. This gender distribution presents a slightly larger percentage of
males in the survey, thus supposed market segmentation and product placement and orientation
toward either gender must consider males while targeting the female gender and vice versa
(Peterson & Miller, 1964).

Income Level:

Income level

Low
Medium
High
About income distribution the pie chart reflects the follows: low income 38%, middle income
26% and high income 35%. It gives a mixed distribution of responses across different income
classes; however, most of them fall within the higher income earners’ class. This insight is useful
for segmentation of products and bring out suitable specific prices and features that correspond
to their respective income classes (Cao, 2021).

Interest in Smart Home Devices:

Interest in Smart Home Devices

1
2
3
4
5

The bar chart of interest on smart home devices demonstrates that 66% of the consumers are
highly interested in smart home devices particularly those that they have a rating of 4 which is
considered highly interested. Level 1 and level 2, which denote lower interests involve only 26%
and 16% of the total population. This distribution tells a good story of the continued consumers’
appetite for smart home amenities including those able to provide more sophisticated functions
and user-friendly features (Krogh-Lund & Jørgensen, 1991).

Preferred Price Range:

 Preferred Price Range

Less than $100

$100-$200
$200-$300
More than $300

The most of the respondents (37%) choose price ranges between $100 and $200 based on the bar
chart showing preferred ranges. Those preferring less than $100 (27%), closely followed this
sector; 21% and 15% prefer price ranges of $200-$300 and more correspondingly. These tastes
draw attention to the need of competitive pricing policies in the middle range in order to draw a
sizable fraction of possible consumers (Doi et al., 1999).

Frequency of Using Technology in Daily Life:

Frequency of Using Technology in

Daily Life
100
91
82
73 Frequency of Using
64 Technology in Daily Life
55
46
37
28
19
10
1
0 1 2 3 4 5 6 7 8 9 10
The box plot showing daily life frequency of technology use shows a median value of 5.9,
meaning half of the respondents use technology at least daily. The roughly 1.1 to 9.9 interquartile
range (IQR) indicates variation in respondent technology usage patterns. Outliers below 1.1 or
above 9.9 point to extremes in technology use frequency. This distribution highlights a tech-
savvy customer base engaged in different degrees of interaction with technological tools and
services (Pincivero et al., 2001).
3. Using Excel, calculate the following descriptive statistics for the continuous variables (Age, and
Frequency of Using Technology in Daily Life): mean, median, mode, standard deviation, and range.

Age:

Mean 40.88
Median 41
Mode 61
Standard deviation 13.92068964
Range Min: 18
Range Max: 64

Frequency of using tech in daily life:

Mean 5.629
Median 5.9
Mode 1.8
Standard 2.803294
deviation
Range Min: 1.1
Range Max: 9.9

4. Using Excel, provide frequency distributions and relative frequencies for the categorical variables
(Gender, Income Level, Preferred Price Range, and Interest in Smart Home Devices)

1.
 Gender Freequency Distribution Relative frequency
Male , Female & Prefer not
to say
Female 43 43%
Male 51 51%
Prefer no to say 6 6%

2.

Income Freequency Distribution Low, Relative Frequency

Medium & High
Low 38 38%
Medium 26 26%
High 35 35%

3.

Interest in Smart Home Frequency Distribution Relative Frequency

Devices
1 = Strongly Disagree 10 10%
2 = Disagree 16 16%
3 = Neutral 23 23%
4 = Agree 31 32%
5 = Strongly Agree 18 18%

4.

Preferred Price Range Frequency Distribution Relative Frequency

Less than $100 26 27%
$100-$200 36 37%
$200-$300 21 21%
 More than $300 15 15%

5. What insights can be drawn into the potential customers for this company’s new product?

Age Distribution: The product targets a large grouping of the population, starting from the
young up to the old persons. Marketing which is targeted should include particular age groups to
advertise special aspects of the given products, encouraging traffic (Hollman et al., 2013).

Gender Distribution: As for gender appeals, there is one important point: getting to know male
or female preferences so that the company’s offers would be popular with both sides and among
people who prefer non-binary gender identities.

Income Level: Majority of the consumers are from the middle to the higher income groups,
which inform the placement of the prices of the products, as well as their attributes, for purposes
of satisfying a wide customer base.

Interest in Smart Home Devices: Because interest in high-tech smart home features has been
established, this is a reminder that these features need to be incorporated in order to appeal to
those interested.

Preferred Price Range: This dug out that $200 budget is most preferred, informing competitive
pricing strategies that are closely correlated with consumers’ expectations.

Technology Usage: High technology involved consumers reveal higher interest in smart home
devices, Underlining the appropriateness of digital marketing to tech-savvy audiences (Lang et al.,
2020).

6. Discuss any potential biases or limitations in the survey data and how they might impact the
findings.

Sample Size: With one hundred respondents, the sample size of the survey is somewhat tiny and
inadequate to reflect the overall market. Population samples could provide more statistical data
on consumer views and behavior by means of the several groupings.
Self-Selection Bias: An individual who is interested in smart home devices would be more likely
to fill out the survey, which would result in an increase in the findings about interest. One
possible explanation for this is that it is the result of self-selection bias; hence, in order to
eliminate this kind of bias in future surveys, random sampling might be carried out in order to
guarantee that the market target sample is more representative.

Income Reporting: An additional problem is the difference that arises from self-reported
income data. This kind of data may be biased due to the fact that respondents may have a
perspective of their own earnings or may be reluctant to share their earnings, which in turn
compromises the degree of accuracy of the income level. It is possible that the results about
income might be improved by using other techniques of data validation or by including more
socioeconomic data sources into the study (Miller & Croce, 2002).

Demographic Diversity: To decrease prejudices or eradicate them altogether one has to include
the population’s diversity in terms of age, gender, and income. Third, diverse representation is
used to introduce the actual involvement picture of the consumers or the actual view from
different segment of the society toward the study thus enhances the validity of the survey
(Karatoprak & Seker, 2019).
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