As a marketing research consultant to a major airline, you must determine consumers' attitudes toward airlines and

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As a marketing research consultant to a major airline, you must determine consumers' attitudes toward airlines and flying. Construct a 15-item scale for this purpose. In a group of five students, obtain data on this scale and standard demographic characteristics from 50 male or female heads of households in your community. Each student should conduct 10 interviews. This data will be used to cluster respondents and to cluster the 15 variables measuring consumer attitudes toward airlines and flying.
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