Jack Jackson, Owner of the Jackson Automobile Supermarket, Wanted to Find

Multiple Choice

Jack Jackson, owner of the Jackson Automobile Supermarket, wanted to find out the kinds of cars to push to graduating college students. He asked 100 college seniors to rate ten aspects of 11 models his dealership sold: style, fuel economy, engineering, safety, performance, prestige, comfort, price, selection or options, and interior size. Each car was rated on the ten aspects from 0 (poor) to 5 (excellent) . Each student also rated the importance of each aspect (1 = unimportant, 2 = moderate importance, 3 = very important) . Then each aspect rating was weighed (multiplied) by its importance rating. Next, everything was added together for a score. Each car received a score of 0 to 150. After calculating the information and reviewing the results, Jack focused on selling cars with scores of 80 and higher to graduating students. What measurement technique did Jack use in his study?

A) semantic differential
B) Bogardus Social Distance Scale
C) Likert scale
D) Hawthorne scale
E) an index