I need help with a Marketing question. All explanations and answers will be used to help me learn.
Read Chapter 7 carefully. Study and examine the Santa Fe Survey Questions found on pp. 225-230. Refer to Exhibit 8.8. There are 4 constructs: Lifestyle; Perceptions; Relationships and Selection.
1. For each of the 4 constructs, provide 1 concrete property and 1 abstract property. (8 pts)
2. SCALE LEVELS:
2a. Discuss the scale level of the Lifestyle Measures. (2 pts)
2b.Discuss the scale type of the Perception Measures. (2 pts)
2c.Discuss the scale type of the Relationship Measures. (2 pts)
3. FORMAT of attitude & behavioral scales:
3a. Discuss the scale format of the Lifestyle Measures. (2 pts)
3b.Discuss the scale format of the Perception Measures. (2 pts)
3c.Discuss the scale format of the Relationship Measures. (2 pts)
4. BONUS (2 pts) – Conduct some additional research. What type of scale is reflected in Q26-Q29 (Selection Factors)? Be sure to include your reference to get credit.
Each student will be required to submit a 1-page (page restriction will be strictly observed)
single-spaced type-written analysis (TEXT only, not including references or title page). Use the
Q&A (Question & Answer) format in organizing your analysis/submission. Text written after the 1st page will not
be read nor graded. References, if utilized, should be included in a separate
page. Each assignment is worth 20 points. Those who do not follow the required Q&A and 1-
page format will receive an automatic grade deduction of 5 points.