A hospitality researcher is investigating the relationship between ordering methods and dietary preferences in local coffee shops. During a week-long observational study, they record whether customers ordering a latte opt for plant-based milk (such as oat, soy, or coconut) or traditional dairy milk, cross-referenced with whether they ordered via a digital platform (mobile app or self-service kiosk) or in-person at the counter. The collected frequency data is shown below:
| Milk choice versus ordering channel | ||
|---|---|---|
| Plant-based milk | Dairy milk | |
| Digital (App/Kiosk) | 114 | 86 |
| Traditional (In-person) | 52 | 148 |
What level of measurement (level of data) has been collected in this study? Give reasons for your answer.
