1. For each of the 4 constructs, provide 1 concrete property and 1 abstract property.

2. SCALE LEVELS:

2a. Discuss the scale level of the Lifestyle Measures.

2b.Discuss the scale type of the Perception Measures.

2c.Discuss the scale type of the Relationship Measures.

3. FORMAT of attitude & behavioral scales:

3a. Discuss the scale format of the Lifestyle Measures.

3b.Discuss the scale format of the Perception Measures.

3c.Discuss the scale format of the Relationship Measures.

4. BONUS - Conduct some additional research. What type of scale is reflected in Q26-Q29 (Selection Factors)? Be sure to include your reference to get credit.

Exhibit 8.7 Screening and Rapport Questions for the Mexican Restaurant Study - Yes Hello. My name is ____ and I work for DSS Research. We are talking with individuals today (tonight) about dining-out habits. 1. "Do you regularly eat out at casual dining restaurants?" - No 2. "Have you eaten at more than one Mexican restaurant in the last six months?" __ Yes - No 3. "Is your gross annual household income $20,000 or more?" _ Yes - No 4. At which of the following Mexican restaurants have you eaten most recently? a. First response is Santa Fe Grill-Yes, continue. b. First response is Jose's Southwestern Caf-Yes, continue. c. First response is Other Restaurantthank them and terminate interview. If respondent answers "yes" to first three questions, and also indicates either the Santa Fe Grill or Jose's Southwestern Caf, then say: We would like you to answer a few questions about yourself and your experiences eating at the 2?_restaurant. The questions will take only a few minutes and it will be very helpful in better serving our customers. Exhibit 8.8 The Mexican Restaurant Dining-Out Survey Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section, a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree, please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement. Section 1: Lifestyle Questions 1. I often try new and different things. Strongly Disagree Strongly Agree Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section, a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree, please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement. 3 4 5 3 4 5 Section 1: Lifestyle Questions 1. I often try new and different things. Strongly Disagree 1 2 2. I like parties with music and lots of talk. Strongly Disagree 1 2 3. People come to me more often than I go to Strongly them for information about products. Disagree 1 2 4. I try to avoid fried foods. Strongly Disagree 1 2 5. I like to go out and socialize with people. Strongly Disagree 1 2 6. Friends and neighbors often come to me Strongly for advice about products and brands. Disagree - 1 2 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 (continued) 3 4 5 3 4 5 3 4 5 214 Part 3 Gathering and Collecting Accurate Data Exhibit 8.8 The Mexican Restaurant Dining-Out Survey, continued 7. I am self-confident about myself and my future. 3 5 8. I usually eat balanced, nutritious meals. 3 4 5 9. When I see a new product in stores, I often buy it. Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 3 4 5 10. I am careful about what I eat. 3 4 5 11. I often try new brands before my friends and neighbors do. 3 4 5 Section 2: Perceptions Measures Listed below is a set of characteristics that could be used to describe the Mexican restaurant at which you ate most recently. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree" to what extent do you agree or disagree the - restaurant: 12. has friendly employees. 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 13. is a fun place to eat. 3 4 5 14. has large size portions. Strongly 3 4 5 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 15. has fresh food. 3 4 5 16. has reasonable prices. Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 3 4 5 17. has an attractive interior. 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 18. has excellent food taste. Strongly Disagree 1 2 3 4 5 19. has knowledgeable employees. Strongly Disagree 1 2 3 4 5 20. serves food at the proper temperature. Strongly Disagree 1 2 3 4 5 21. has quick service. Strongly Disagree 1 2 3 4 5 Section 3: Relationship Measures Please Indicate your view on each of the following questions: 22. How satisfied are you with Not Satisfied At All 1 2 3 4 5 23. How likely are you to return to Definitely Will __ in the future? Not Return 1 2 3 4 5 24. How likely are you to recommend Definitely Will to a friend? Not Recommend 1 2 3 4 5 25. How often do you eat at 1 = Very Infrequently 2 = Somewhat Infrequently 3= Occasionally 4= Somewhat Frequently Very Satisfied 6 7 Definitely Will Return 6 7 Definitely Will Recommend 6 7 J- very lleguency Section 4: Selection Factors Listed below are some reasons many people use in selecting a restaurant where they want to dine. Think about your visits to casual dining restaurants in the last three months and please rank each attribute from 1 to 4, with 1 being the most important reason for selecting the restaurant and 4 being the least important reason. There can be no ties so make sure you rank each attribute with a different number. Ranking Attribute 26. Prices 27. Food Quality 28. Atmosphere 29. Service (continued) Section 5: Classification Questions Please circle the number that classifies you best. 30. How far did you drive to get to the restaurant? 1 Less than 1 mile 2 15 miles 3 More than 5 miles 31. Do your recall seeing any advertisements in the last O No 60 days for 1 Yes 32. What is your gender? 0 Male Female 33. How many children under the age of 18 are 1 None living in your home? 2 1-2 3 More than 2 children at home 34. What is your age in years? 1 1825 2 2634 3 3549 4 50-59 5 60 and older 35. What is your annual total household income? Please specify Thank you very much for your help. Please give your questionnaire back to the interviewer. Interviewer: Check answers to questions 22, 23, and 24. If respondent answers 1, 2, or 3, ask the following questions: You indicated you are not too satisfied with the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to return to the Santa Fe Grill. Could you please tell me why? Record answer here: Record answer here: _ Could I please have your name and phone number for verification purposes? Name Phone # Thereby attest that this is a true and honest interview and complete to the best of my knowledge. I guarantee that all information relating to this interview shall be kept strictly confidential. Interviewer's Signature Date and Time completed Exhibit 8.7 Screening and Rapport Questions for the Mexican Restaurant Study - Yes Hello. My name is ____ and I work for DSS Research. We are talking with individuals today (tonight) about dining-out habits. 1. "Do you regularly eat out at casual dining restaurants?" - No 2. "Have you eaten at more than one Mexican restaurant in the last six months?" __ Yes - No 3. "Is your gross annual household income $20,000 or more?" _ Yes - No 4. At which of the following Mexican restaurants have you eaten most recently? a. First response is Santa Fe Grill-Yes, continue. b. First response is Jose's Southwestern Caf-Yes, continue. c. First response is Other Restaurantthank them and terminate interview. If respondent answers "yes" to first three questions, and also indicates either the Santa Fe Grill or Jose's Southwestern Caf, then say: We would like you to answer a few questions about yourself and your experiences eating at the 2?_restaurant. The questions will take only a few minutes and it will be very helpful in better serving our customers. Exhibit 8.8 The Mexican Restaurant Dining-Out Survey Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section, a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree, please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement. Section 1: Lifestyle Questions 1. I often try new and different things. Strongly Disagree Strongly Agree Please read all questions carefully. If you do not understand a question, ask the interviewer to help you. In the first section, a number of statements are given about interests and opinions. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree, please indicate the extent to which you agree or disagree a particular statement describes you. Circle only one number for each statement. 3 4 5 3 4 5 Section 1: Lifestyle Questions 1. I often try new and different things. Strongly Disagree 1 2 2. I like parties with music and lots of talk. Strongly Disagree 1 2 3. People come to me more often than I go to Strongly them for information about products. Disagree 1 2 4. I try to avoid fried foods. Strongly Disagree 1 2 5. I like to go out and socialize with people. Strongly Disagree 1 2 6. Friends and neighbors often come to me Strongly for advice about products and brands. Disagree - 1 2 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 (continued) 3 4 5 3 4 5 3 4 5 214 Part 3 Gathering and Collecting Accurate Data Exhibit 8.8 The Mexican Restaurant Dining-Out Survey, continued 7. I am self-confident about myself and my future. 3 5 8. I usually eat balanced, nutritious meals. 3 4 5 9. When I see a new product in stores, I often buy it. Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 3 4 5 10. I am careful about what I eat. 3 4 5 11. I often try new brands before my friends and neighbors do. 3 4 5 Section 2: Perceptions Measures Listed below is a set of characteristics that could be used to describe the Mexican restaurant at which you ate most recently. Using a scale from 1 to 7, with 7 being "Strongly Agree" and 1 being "Strongly Disagree" to what extent do you agree or disagree the - restaurant: 12. has friendly employees. 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 13. is a fun place to eat. 3 4 5 14. has large size portions. Strongly 3 4 5 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 Strongly Disagree 1 2 15. has fresh food. 3 4 5 16. has reasonable prices. Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 3 4 5 17. has an attractive interior. 3 4 5 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 Strongly Agree 6 7 18. has excellent food taste. Strongly Disagree 1 2 3 4 5 19. has knowledgeable employees. Strongly Disagree 1 2 3 4 5 20. serves food at the proper temperature. Strongly Disagree 1 2 3 4 5 21. has quick service. Strongly Disagree 1 2 3 4 5 Section 3: Relationship Measures Please Indicate your view on each of the following questions: 22. How satisfied are you with Not Satisfied At All 1 2 3 4 5 23. How likely are you to return to Definitely Will __ in the future? Not Return 1 2 3 4 5 24. How likely are you to recommend Definitely Will to a friend? Not Recommend 1 2 3 4 5 25. How often do you eat at 1 = Very Infrequently 2 = Somewhat Infrequently 3= Occasionally 4= Somewhat Frequently Very Satisfied 6 7 Definitely Will Return 6 7 Definitely Will Recommend 6 7 J- very lleguency Section 4: Selection Factors Listed below are some reasons many people use in selecting a restaurant where they want to dine. Think about your visits to casual dining restaurants in the last three months and please rank each attribute from 1 to 4, with 1 being the most important reason for selecting the restaurant and 4 being the least important reason. There can be no ties so make sure you rank each attribute with a different number. Ranking Attribute 26. Prices 27. Food Quality 28. Atmosphere 29. Service (continued) Section 5: Classification Questions Please circle the number that classifies you best. 30. How far did you drive to get to the restaurant? 1 Less than 1 mile 2 15 miles 3 More than 5 miles 31. Do your recall seeing any advertisements in the last O No 60 days for 1 Yes 32. What is your gender? 0 Male Female 33. How many children under the age of 18 are 1 None living in your home? 2 1-2 3 More than 2 children at home 34. What is your age in years? 1 1825 2 2634 3 3549 4 50-59 5 60 and older 35. What is your annual total household income? Please specify Thank you very much for your help. Please give your questionnaire back to the interviewer. Interviewer: Check answers to questions 22, 23, and 24. If respondent answers 1, 2, or 3, ask the following questions: You indicated you are not too satisfied with the Santa Fe Grill. Could you please tell me why? Record answer here: You indicated you are not likely to return to the Santa Fe Grill. Could you please tell me why? Record answer here: Record answer here: _ Could I please have your name and phone number for verification purposes? Name Phone # Thereby attest that this is a true and honest interview and complete to the best of my knowledge. I guarantee that all information relating to this interview shall be kept strictly confidential. Interviewer's Signature Date and Time completed