Mike, the owner of Mike’s Market, which is a convenience store, 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, (c) decide on the number of scale points, and (d) indicate how the scale controls for the halo effect.