Question: 1. Discuss the relative merits of and problems with:
a Rating and ranking scales.
b Likert and differential scales.
c Unidimensional and multidimensional scales.
2. Assume you are Menu Foods and you planned a major research study just prior to the largest pet food recall in our history. You plan to proceed with the study and feel you must add one or more questions to measure the consumer's confidence that your firm will be able to recover. Draft a scale for each of the following types that will measure that confidence.
a Constant-sum scale.
b Likert-type summated scale.
c Semantic differential scale.
d Stapel scale.
e Forced ranking scale.