Cookie Crunch is a new brand of biscuits. The brand manager of
Cookie Crunch would like to get consumer opinions regarding:
A. The likelihood of purchasing Cookie Crunch.
B. Perceptions that Cookie Crunch is tasty; and
C. Whether or not Cookie Crunch tastes sweet.
(i) Design a scale to measure each of
these three 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. (6 marks)
(ii) What survey method would be
appropriate for collecting this information? Why? (2
marks)