I’m studying and need help with a Marketing question to help me learn.
The answer should be only 1 page and single spaced. I have attcahed the photos of the case below.
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.