1. The owner of the convenience store Mike's Market is concerned about low sales. He reads in a marketing textbook that the image of a store often has an impact on its ability to attract its target market. He contacts the All-Right Research Company and commissions it to conduct a study that will shape his store's image. You are charged with the responsibility of developing the part of the questionnaire concerned with store image. Design a semantic differential scale that will measure the relevant aspects of the image of Mike's Market. In your work on this scale, please do the following: (a) brainstorm the properties to be measured, (b) determine the appropriate bipolar adjectives, (c) decide on the number of scale points, (d) indicate how the scale controls for the halo effect. Please include at least 7 groups of bipolar adjectives/phrases. A sample answer is provided in the PowerPoint slides deck.

2. For each question below selected from a survey regarding infant car seats, 1) identify the "do" or "don't" it violates, 2) A short description about what makes it problematic, and 3) suggest a better version. a) How do you feel about car seats for infants? b) When your toddler wants to ride in the car with you as you run errands or pick up your older children at school, practice, or some friend's home, do you use an infant car seat? c) If using an infant car seat is not convenient for you to use, or when you are in a hurry and your toddler is crying, do you still go ahead and use the infant car seat? d) How much do you think you should have to pay for an infant seat that retrains and protects your toddler in case someone runs into your car or you lose control of your car and run into a light post or some other object? e) Shouldn't concerned parents of toddlers use infant car seats? f) Since infant car seats are proven to be exceptionally valuable, do you agree that infant car seats should be used for your loved ones? g) Do you think that parents who are responsible citizens and who are aware of driving dangers use infant car seats? h) If you had an accident with your toddler on board, do you believe an infant car seat could protect your child from being maimed?