2. Day recommends the following seven-point scale for obtaining direct mea¬

sures of brand attitude:

a. This brand is the best that is available.

b. I like this brand very much, but there’s another just as good.

c. I like this brand, but other brands are better.

d. This brand is acceptable, but most other brands are better.

e. I neither like nor dislike this brand—it doesn’t have any particular merits.

f. I don’t like this brand very much, although it is not as bad as some.

g. I don’t like this brand at all—it is one of the worst available.

Administer this scale to twenty to thirty friends using five to ten brands in an appropriate product class. What are the shapes of the resulting distributions?

What explanation could you offer for the shapes?