Final answer:
Survey questions examining SEM use and keyword counts measure nominal and ratio level data, respectively. Nominal data, like type of SEM use, is best described with the mode, while ratio data, such as keyword counts, can be analyzed with mean, median, mode, range, and standard deviation.
Step-by-step explanation:
When analyzing survey questions, it's critical to identify the types of variables and the appropriate descriptive statistics that can be used. Let's examine two questions:
For the question 'What type of SEM do you use the most?', the variable is the preference for a type of Search Engine Marketing (SEM). The scale of measure for this variable is nominal, as the options provided (Pay-per-click, Natural search, Both equally) are categorical and do not have an inherent order. The appropriate descriptive statistic for nominal data is the mode, which identifies the most frequently occurring category.
For a hypothetical question like 'How many keywords do you have in your SEM campaign?', the variable being measured is the count of keywords, which is quantitative discrete data on a ratio scale. The ratio scale allows for calculating the mean, median, mode, range, and standard deviation since it has an absolute zero value, and the differences, as well as ratios between data points, are meaningful.