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

Exercise 25

Family Dollar store believes it has a niche market, and that its image in the minds of its customers is the following: a self-service store with bargain prices and no sales hassles but with reasonably fast checkout and for household and clothing items that are functional. Construct a Stapel scale approach that would measure Family Dollar's image to determine the extent to which customers have an opinion consistent with Family Dollar's belief.