The Kroger Company is one of the largest grocery retailers in the United States, over 2000 grocery stores across the country. Kroger uses an online customer questionnaire to obtain performance data about its products and services and about what motivates its customers (Kroger website, April 2012). In the Kroger customers were asked if they would be willing to pay more for had each of the following four characteristics. The four questions were: pay more forproducts that have a brand name?products that are environmentally friendly?products that are organic?products that have been recommended by others?For each question, the customers had the option of responding Yes if they or No if they would not pay more. a. Are the data collected by Kroger in this example categorical orb. What measurement scale is used?