Guilt is a new brand of biscuits. The brand manager of Guilt would like to get consumer opinions regarding: 

A. The likelihood of purchasing Guilt.

B. Perceptions that Guilt is tasty; and

C. Whether or not Guilt tastes sweet. 

 

(i) Design a scale to measure each of these three (3) concepts. Use either a Likert scale, Semantic Differential scale, or Behavioural Intention scale where appropriate. Pay close attention to the development of the question wording, number of scale items, and item descriptors. 

(ii) What survey method would be appropriate for collecting this information? Why? 

Answer rating: 100% (QA)

i Scale designs A Likelihood of purchasing Guilt biscuits unlikely likely 1 Very unlikely 2 Unlikely ... View the full answer