There are many business questions that require the collection and analysis of qualitative data. For example, how does a visitor’s opinion of a commercial website relate to their purchases at the website? Does a positive opinion of the website, relative to a bad or mediocre opinion, lead to higher sales? This type of information is often gathered in the form of an opinion and measured as a categorical response. Also accompanying these opinions are some quantitative characteristics of the respondent; for example, their age or income. Thus, a data collection effort will include various forms of qualitative and quantitative data elements. Should we be concerned with the type of data we collect? In the prior chapters we have answered this question with a resounding yes. It is the type of the data—categorical, interval, ratio, etc.—that dictates the form of analysis that we can perform.