Option #2: Primary Scales

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Business Finance

Description

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.

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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Explanation & Answer

Attached.

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Option #2: Primary Scales - Outline
Thesis Statement: In this light, the Liker, Semantic difference, and Stapel Scales are examples
of the primary scales that grocery store in the case study can employ in the determination of the
attitude of their customers to quinoa-based organic food products. These instruments are
appropriate for analyzing the descriptive factors of the population that would determine the
acceptance or rejection of the products and highlight the ethical implications of the challenges
that organization might encounter in the conduct of the research.
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II.

Introduction
Primary Scales for Measuring Consumer Preferences for Quinoa-based Organic Food
Products
A. Likert Scale
B. Semantic Differential Scale
C. Stapel Scale

III.

Descriptive Factors and Reasons for their Selection and the use of the Primary Scales

IV.

Potential Ethical Implications for Primary Data Collection Methods


Running head: OPTION #2: PRIMARY SCALES

Option #2: Primary Scales
Name
Institution

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OPTION #2: PRIMARY SCALES

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Option #2: Primary Scales
Introduction

Organic food products have gained greater acceptance among consumers across the
world because of the absence of chemical additives that have been scientifically proven to be
responsible for a variety of health problems. Also, the natural methods used for their production
are regarded as one of the panaceas for dealing with the environmental issues that are created by
industrial, agricultural production techniques that depend on the use of chemical fertilizers that
affect the quality of lives of other organisms. While these benefits and ...


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