Each of the following examples listed below involves a market researcher’s need to measure some construct. Devise an appropriate scale for each one. Defend the scale in terms of its scaling assumptions, number of response categories, use or nonuse of a “no opinion” or neutral response category, and face validity.
a. Matel wants to know how preschool children react to a sing-along video game where the child must sing along with an animated character and guess the next word in the song at various points in the video.
b. TCBY is testing five new flavors of yogurt and wants to know how its customers rate each one on sweetness, flavor strength, and richness of taste.
c. A pharmaceutical company wants to find out how much a new Federal law eliminating dispensing of free sample prescription drugs by doctors will affect their intentions to prescribe generic versus branded drugs for their patients.