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

Exercise 7

List at least eight attributes that students might use in evaluating bookstores.
b. Using these attributes, develop eight summated-ratings items and eight semantic-differential items by which attitudes toward (i) the university bookstore and (ii) some other bookstore can be evaluated.
c. Administer each of the scales to 10 students.
d. What are the average sample scores for the two bookstores using the scale of sum-mated ratings What can be said about students' attitudes toward the two bookstores
e. Develop a snake diagram using the semantic-differential scale scores for both bookstores.
f. Based on the semantic-differential scales, what can be said about students' attitudes toward the two bookstores