Design a semantic differential scale

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Reference no: EM131277324

Mike, the owner of the convenience store Mike's Market, is concerned about low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He contacts the All-Right Research Company and commissions it to conduct a study that will shape his store's image. You are charged with the responsibility of developing the store image part of the questionnaire. Design a semantic differential scale that will measure the relevant aspects of Mike's Market's image.

In your work on this scale, you must do the following:

(a) brainstorm the properties to be measured,

(b) determine the appropriate bipolar adjectives,

(d) indicate how the scale controls for the halo effect.

Reference no: EM131277324

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