Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

تمرين 3

List at least eight attributes that students might use in evaluating bookstores.
b. Using these attributes, develop eight Likert summated-ratings items and eight semantic-differential items that might be used to assess attitudes toward (i) the university bookstore and (ii) an online bookstore.
c. Administer each of the scales to ten students.
d. What are the average sample scores for the two bookstores using the summated-ratings scales What can be said about students attitudes toward the two bookstores
e. Develop a snake diagram using the semantic-differential scale scores for both bookstores.
f. Based on the semantic-differential scales, what can be said about students' attitudes toward the two bookstores