Applied Assignment \#6 (Chapter 10) A 1. Please go back/refer to your Qualtrics assignment (i.e., Exercise/Writing Assignment \#1), when answering the following 4 questions (a, b, c, d). For the Exercise/Writing Assignment \#1, you have been asked to write, in Qualtrics, one scale for two brands (this scale was used in Q1,Q2,Q3 and Q7,Q8, and Q 9). Just to make sure we are on the same page, here is the scale I am talking about (by Goldsmith, Lafferty, and Newell, 2001): Your overall impression of the brand/company is: Bad Good (1) (2) (3) (4) (5) (6) (7) Unfavorable Favorable (1) (2) (3) (4) (5) (6) (7) Unsatisfactory Satisfactory (1) (2) (3) (4) (5) (6) (7) a. Is this scale a Likert-type scale? b. What did this scale capture/measure? c. Supposedly, the scale has a coefficient between 0.70 and 0.80. Thus, how would researchers qualify the reliability of the scale? d. Supposedly, the scale has a coefficient below 0.60. Thus, how would researchers qualify the reliability of the scale? 2. Let's say a researcher used the Multi-Attribute Attitude Model/Score for 7UP and Diet Pepsi, for 3 consumers. The attitude toward 7UP score for Consumer 1 was 12, for Consumer 2 was 6 , and for Consumer 3 was 18. Next, the attitude toward Diet Pepsi score for Consumer 1 was 18 , for Consumer 2 was 24 , and Consumer 3 was 30 . What is the final conclusion that the researcher can draw from these numbers? FYI, here are some sample questions/statements used in this model: BELIEFS: 7UP/Diet Pepsi has a great taste: EVALUATIONS: Buying a beverage that has a great taste is: Less Important (1) (2) (3) (4) (5) Very Important (6)