Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 1

Create two versions of a composite scale for measuring corporate reputation for some company not located where you live. (Feel free to use the Reputation Institute scale dis-cussed in Research Window 13.2, or develop your own set of items.) The first version of the composite scale should include a "no opinion" or "don't know" option; the second version should have no such option.
a. Have 10 people complete each version of the measure (20 people total).
b. Using a calculator or simple spreadsheet program, calculate the mean score for each item on both versions of the measure (you'll exclude respondents who responded "don't know" or "no opinion" on the first version of the measure). Also, calculate the percentage of people who responded "don't know" or "no opinion" for each item on the first version of the questionnaire.
c. Based on the results of part (b), which version of the measure would you recommend using if you were surveying the general public about corporate reputations