La Quinta sends surveys to customers asking them to rate attributes of the hotel chain from 1-to-5 where "1" means "very unpleasant" and "5" means "very pleasant." Which tool is La Quinta most likely using for brand positioning?
A) semantic scales
B) perceptual maps
C) customer value maps
D) positioning statements

Question

Quizplus · Accepted Answer

La Quinta is most likely using semantic scales to gather customer ratings and feedback on various attributes of the hotel chain. Semantic scales use bipolar adjectives at opposite ends of a scale to measure the attitude or perception towards a brand or product. In this case, the scale ranges from "very unpleasant" to "very pleasant" to gauge customer satisfaction and position the brand accordingly.

La Quinta Sends Surveys to Customers Asking Them to Rate