1. What type of attitude scale appears in the case study?

2. Evaluate the list of statements. Do the statements appear to measure a single concept?

3. What do they appear to be measuring?

A marketing research company sent the attitude scales in Case Exhibit to members of its consumer panel. Other questions on the questionnaire were about ownership and/or use of computers, consumer electronic devices, satellite TV ownership, cellular phones, and Internetactivity.

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Attitude Scale is a list of statements that may or may not be used to describe you r attitudes toward technology and your lifestyle. Please indicate to what extent each statement descnbes your attitudes by placing an X in a box from 1 to 10, where 10 means that statement Describes your attitudes completely and a 1 means that statement Does not describe your attitudes at all. (X ONE BOX ACROSS FOR EACH STATEMENT) Does Not Describe Your Attitudes At All Describes Your Attitudes 1 2 45 6 7 89 10 I like to impress people with my lifestyle Technology is important to me l am very competitive when it comes to my career. Having fun is the whole point of life. Family is important, but I have other interests that are just as ロロロロロロロロロロ ロロロロロロロロロロ important to me I am constantly looking for new ways to entertain myself. Making a lot of money is important to me. I spend most of my free time doing fun stuff with my friends I like to spend time learning about new technology products. I like to show off my taste and style. I like technology My family is by far the most important thing in my life. I put a lot of time and energy into my career l am very likely to purchase new technology products or services I spend most of my free time working on improving myself. ロロロロロロロロロロ ロロロロロロロロロロ ロロロロロロロロロロ ロロロロロロロロロロ