A coffee manufacturer developed a customer attitude scale with 10 categories. The categories included such items as modern/old-fashioned, aromatic/flat, and costly/inexpensive. The research instrument used by the firm involves a(n)

Question

Quizplus · Accepted Answer

The research instrument described is a semantic differential, which is a type of scale used to measure the connotative meaning of objects, events, and concepts. The respondents are asked to rate a product, brand, or company based on a series of bipolar adjectives (e.g., modern/old-fashioned, aromatic/flat), which is exactly what the coffee manufacturer is doing.

A Coffee Manufacturer Developed a Customer Attitude Scale with 10