Mike, the owner of the convenience store Mike’s Market, is concerned about low sales.

1. Mike, the owner of the convenience store Mike’s Market, is concerned about low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He contacts the All-Right Research Company and commissions it to conduct a study that will shape his store’s image. You are charged with the responsibility of developing the store image part of the questionnaire. Develop a questionnaire that consist of 10 questions regarding store image.

Design a semantic differential scale at least for three questions that will measure the relevant aspects of Mike’s Market’s image. for these three questions you must do the following: (a) brainstorm the properties to be measured, (b) determine the appropriate bipolar adjectives, (c) decide on the number of scale points, and (d) indicate how the scale controls for the halo effect.

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