16. Mike, the owner of Mike's Market, which is a convenience store, is concerned about
low sales. He reads in a marketing textbook that the image of a store often has an
impact on its ability to attract its target market. He contacts the All-Right Research
Company and commissions you, a marketing researcher, to conduct a study that will
shape his store’s image. You are charged with the responsibility of developing the
store-image part of the questionnaire.
Design a semantic differential scale that will measure the relevant aspects of the
market’s image. In your work on this scale, you must do the following: (a) brainstorm
a. Possible store properties— location, checkout speed, value for the price,
b. The bipolar adjectives should appear thusly—inconvenient location—
c. Usually, 5- or 7-scale points are customary. If the respondents are unfamiliar
17. Each of the following examples involves a market researcher’s need to measure some
construct. Devise an appropriate scale for each one. Defend the scale in terms of its
level of measurement and use or nonuse of a “no opinion” or neutral response
a. Mattel wants to know how preschool children react to a sing-along video
game in which the child must sing along with an animated character and
guess the next word in the song at various points in the video.
b. TCBY is testing five new flavors of yogurt and wants to know how its
customers rate each one on sweetness, flavor strength, and richness of taste.
TCBY needs evaluations on three subjective properties based on taste tests of
each yogurt flavor. Considerations include the following: There is no need for
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