Posted: October 6th, 2013

MARKETING ISSUE

MARKETING ISSUE – There are scales given in the text that are used by researchers in particular situations to gather the best results.  Particularly, the Likert scale and semantic differential scale can be used, however the question has to be changed significantly to work and provide meaningful results.  Also, rank order vs rating is important as well.
You need to gain a healthy understanding of scaling issues and their importance.  Identify a study that has a semantic differential scale and a rating scale in it.  Compare and contrast the differences between the semantic differential scale and a Likert scale.  Then compare and contrast the rating vs ranking.  Insure you give the questions and responses as well as providing feedback on how the questions in the study add value to the questionnaire.  Why not or why could the question be improved, changed, etc. 
Lastly, discuss the impact of the various scales in the study on the results.   Does the scaling matter in the study you chose? 
Take a position and address the issue (10 pts). This is your posting using an article for support.

Reply to another students posting AND ASK A QUESTION IN REGARD TO THEIR POSTING (5 pts).
Additionally, respond to one of the questions you have been asked. Please restate the question at the beginning of your response so it is clear, what question you are answering (5 pts).
Please note, you will have a total of 3 communications for me to assess: your original posting (10 pts), a response to a student that includes a question (5 pts), and a response to a question you have been asked (5 pts). The requirements for posting and replies are in the syllabus.

Support your thoughts on the issue with reference to information found in the Wall Street Journal or other credible source.
Use an appropriate reference