The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).
A)attitude
B)satisfaction
C)purchase frequency
D)purchase intent

Question

Quizplus · Accepted Answer

The use of these scale descriptors indicates that the construct being studied is likely attitude, as these descriptors are commonly used to measure attitudes towards a particular object or topic. Satisfaction, purchase frequency, and purchase intent may also be measured using scale descriptors, but they would likely be different descriptions than those listed.

The Scale Descriptors "Very Bad," "Bad," "Neither Bad nor Good