PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of consumers' perceptions of the price and quality of its sweaters. After reviewing data from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing identified specific consumer characteristics of its target market, which helped it develop a screening questionnaire. The screening questionnaire was used to select participants for its price/quality survey. The following is the survey administered by Capital Clothing to evaluate customer perceptions of the price and quality of its sweaters.
1. Rank the following clothing companies in terms of the quality of their sweaters.

\begin{array} { l | l | l | l } \hline \text { Capital } & & & \\\text { Clothing } & \text { Executive Suit } & \text { Sweater Hut } & \text { A-List }\end{array}

2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.

\begin{array} { | l | l | l | l | l } \hline \text { } &somewhat & nither agree&somewhat &strongly\\\text { strongly agree } & \text { agree } & \text { nor disagree } & \text { disagree }& \text { disagree }\end{array}

3. Please check the point on the following continuum that best expresses your impression of the price of Capital Style Sweaters.
Expensive
Inexpensive

\begin{array} { l | l | l | l } \hline \text { } & & & \\\text { Expensive } & \text {} & \text {} & \text { Inexpensive }\\\hline \text { } & & & \\\end{array}

4. How likely are you to purchase a Capital Style sweater in the next six months?

\begin{array} { | l | l | l | l | l } \hline \text { definitly&nbsp; will } &probably&nbsp; will &might &nbsp;or&nbsp; might&nbsp; not&probably&nbsp; will &definitly&nbsp; will\\\text { purchase } & \text { purchase } & \text { purchase } & \text { not&nbsp;purchase }& \text { not&nbsp;purchase }\end{array}

-In the PRICE SURVEY MINI CASE, question #2 measures response on a ________.
A) Likert scale
B) semantic differential scale
C) behavior intention scale
D) bipolar scale
E) rank-order scale

In ________, the Moderator-Researcher Usually Analyzes the Responses Received, Whereas

Multiple Choice

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