Option #2: Primary Scales

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A nation-wide, upscale grocery store is considering releasing a new line of quinoa-based organic foods under the store’s private label. They would like to do some marketing research before doing so, however, in order to determine how well current and potential customers might accept these products.

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In this assignment, you are asked to illustrate the use of primary scales for measuring consumer preferences for quinoa-based, organic food products.

  • Develop Likert, semantic differential, and Stapel scales for measuring consumer preferences for quinoa-based, organic food products.
  • List five descriptive factors about the consumer that you would want to study.
  • For each of the scales and descriptive factors you identify, discuss why you chose them and how the grocery store would use this information.
  • Discuss the potential ethical implications that primary data collections might entail.

Your assignment should be in a paper 3-4 pages long, not including the required title and reference pages. Adhere to the CSU-Global Guide to Writing and APA Requirements. Include at least three scholarly sources (you may use the recommended readings) to support your answers. The CSU-Global Library is a good place to find these sources. Remember to use in-text citations as appropriate and to include your sources in your reference page.


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