Scales Assignment For this assignment, please use the scale for brand attitude below. 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 1315 ) 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