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

Exercise 8

Your Integrated Case
Advanced Automobile Concepts Cory Rogers of CMG Research talks on the phone with Nick Thomas, CEO of Advanced Automobile Concepts in Zen Motors, and, while they have not completely decided on the survey data collection method to be used in theAAC survey, they both agree that an online survey seems most attractive. There are a few issues to be decided, such as the specific online questionnaire system and the sample, but Thomas gives Rogers the go-ahead to begin the questionnaire design process. Being a good marketing researcher, Rogers knows that the first step in the questionnaire design process is to develop operational definitions, meaning the appropriate measurement scale, for the constructs in the survey.
There are several constructs involved with the research desired by Advanced Automobile Concepts. Each one is briefly described here. In each case, provide the operational definition. That is, identify what you think is the most appropriate scale format for Rogers to use. You are not being asked to develop the precise questions, but to recommend a response scale. In deliberating your recommendations, keep the following facts in mind:
(1) There will be a very wide variety of individuals who will be responding,
(2) the questionnaire will undoubtedly be quite long, meaning that the best response scale types will be those that are intuitive and easy for respondents to relate to, and
(3) insofar as possible, it is desirable to use metric scales.
Beliefs about gasoline price levels and trends