Consider a Scale from 1 to 100 for Locating Consumers

Multiple Choice

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un) favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. is the actual assignment of a number from 1 to 100 to each respondent. is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

A) Ranking; Measurement
B) Measurement; Scaling
C) Scaling; Ranking
D) Scaling; Measurement