Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 23

Harley-Davidson is the largest American motorcycle manufacturer, and it has been in business for several decades. Harley-Davidson has expanded into "signature" products such as shirts that prominently display the Harley-Davidson logo. Some people have a negative image of Harley-Davidson because it was the motorcycle favored by the Hell's Angels and other motorcycle gangs. There are two research questions here. First, do consumers have a negative feeling toward Harley-Davidson, and, second, are they disinclined toward the purchase of Harley-Davidson signature products such as shirts, belts, boots, jackets, sweatshirts, lighters, and key chains? Design a Likert measurement scale that can be used in a nationwide telephone study to address these two issues.