Pretend that P&G has developed a new toothpaste product that provides advanced tooth and gum protection after each brushing. P&G's new toothpaste also has several other innovative product attributes that competing consumer brands do not offer in their current toothpaste product lines. As such, P&G is attempting to position their new toothpaste as a "step below" professional cleaning products used by dentists in their practices. P&G believes they have a "game-changing product," but before they launch it is imperative that they conduct extensive marketing research to understand consumer perceptions. More specifically, P&G has decisions to make with regard to their integrated marketing communications, price, package design, and distribution strategies, respectively. Also, P&G must determine consumers' willingness to adopt this new toothpaste before introducing it in the national and international marketplace.

1. 1. What type of scaling approach (as it relates to questionnaire design) do you recommend - comparative versus noncomparative - and why?
   2. Describe the following scale approaches: 1) Likert, 2) Semantic Differential, and 3) Behavioral Intention. In your opinion, which scale approach will yield the most useful data and why?
   3. For the aforementioned research scenario,what sampling method would you recommend? Why?