Question: Scales Assignment For this assignment, please use the scale for brand attitude below. Brand Attitude Strongly Disagree (1) Disagree (2) Disagree Somewhat (3) Neither Agree

Scales Assignment

For this assignment, please use the scale for brand attitude below.

Brand Attitude

Strongly Disagree (1)

Disagree (2)

Disagree Somewhat

(3)

Neither Agree nor Disagree (4)

Agree Somewhat

(5)

Agree (6)

Strongly Agree

(7)

My brand delivers what it promises.

My brand's product claims are believable.

Over time, my experiences with my brand have led me to expect it to keep its promises, no more and no less.

My brand has a name you can trust.

My brand doesnt pretend to be something it isnt.

  1. What are the items and response points (aka alternatives) of the scale? How does the scale operationalize the construct of brand attitude?
  2. How would you make the data captured from the scale usable? In other words, if you had responses for each item (e.g. 6 for item 1, 5 for item 2, etc.) from multiple respondents, how would you make those responses (data) usable for an analysis? (hint: look at slides 13 15)
  3. What is reliability? How would you evaluate the reliability of the scale above?
  4. What is validity? What types of validity are there? How would you evaluate the validity of the scale above?

5. What is sensitivity? How would you increase the sensitivity of the scale above?

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