If a key research objective sought to develop brand image profiles for a local bank and a key competitor, what type of scale should be used? Why? Create a multi-item scale that measures a bank’s brand image. Defend the scale category choices you made in terms of number of categories, balanced versus unbalanced scales, “no opinion” and “don’t know” options, forced versus nonforced choices, and type of category description.
If a key research objective sought to develop brand image profiles for a local bank and a key competitor, what type of scale should be used? Why? Create a multi-item scale that measures a bank’s brand image. Defend the scale category choices you made in terms of number of categories, balanced versus unbalanced scales, “no opinion” and “don’t know” options, forced versus nonforced choices, and type of category description.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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If a key research objective sought to develop brand image profiles for a local bank and a key competitor, what type of scale should be used? Why? Create a multi-item scale that measures a bank’s brand image. Defend the scale category choices you made in terms of number of categories, balanced versus unbalanced scales, “no opinion” and “don’t know” options, forced versus nonforced choices, and type of category description.
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