Business Research Methods 12th Edition by Donald Cooper,Pamela Schindler

Exercise 6

You are working on a consumer perception study of four brands of bicycles. You will need to develop measurement questions and scales to accomplish the tasks listed below. Be sure to explain which data levels (nominal, ordinal, interval, ratio) are appropriate and which quantitative techniques you will use.
Prepare an overall assessment of all the brands
Provide a comparison of the brands for each of the following dimensions:
(1) Styling
(2) Durability
(3) Gear quality
(4) Brand image