Question 1
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.
a. Prepare an overall assessment of all the brands.
b. Provide a comparison of the brands for each of the following dimensions:
1) Styling
2) Durability
3) Gear Quality
4) Brand Image
Question 2
Below is a Likert-type scale that might be used to evaluate your opinion of the educational degree program in which you are enrolled. There are ?ve response categories: Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, and Strongly Disagree.
If Strongly Agree (SA) represents the most positive attitude, how would you value the items below? Record your answers to the items.
A. This program is not very challenging. SD
B. The general level of teaching is good. SA
C. I really think I am learning a lot from this program. SA
D. Students' suggestions are given little attention here. SD
E. This program does a good job of preparing one for a career. SA
F. This program is below my expectations. SD
In what two different ways could such responses be used? What would be the purpose of each?