Each of the following examples involves a market researchers need to measure some construct. Devise an appropriate scale for each one. In working out the scale, you are required to indicate its scaling assumptions, the number of response categories, use or nonuse of a “no opinion” or neutral response category, and face validity.

a. A private hospital would like to know the effectiveness of a new painkiller that is pediatrics the department is prescribing to children who are suffering chronic pain.

b. Wholesome Ingredients House (WIH) would like to launch a new type of cheese. WIH would like to find out consumers’ opinions on the texture of the new cheese.

c. Pro Vehicle, a car manufacturer in a developing country, will be launching an economical version of a hybrid car in two years. A major concern for Pro Vehicle is whether its consumers are convinced of the reliability of this car. Pro Vehicle would like to find out consumers’ purchase intention for its new model.