A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.
A)unbalanced
B)balanced
C)purchase intent
D)semantic differential
E)none of the above

Question

Quizplus · Accepted Answer

An unbalanced scale is used when previous research indicates that attitudes are generally positive, allowing for more granularity in positive responses.

A(n)_________ Scale May Be Used If Previous Research Has Shown