Design of Survey instrument Food Service on the University of Guelph campus markets several brands of coffee with license arrangement. Food service buys ingredients from vendors (Tim Horton, Second Cup, Starbuck, Planet Bean and generic variety fair trade coffee). Select one service outlet that provides coffee to you and campus population 1. Write a short paragraph explaining the product or service (just enough detail to give us an idea of what you are referring to). (2 mark) 2. Create a single scale item to measure "purchase intention" (customers intent to buy that product or service) using a Likert-type response format. (4 marks) 3. Create a single scale item to measure how "innovative" the potential customer perceives the productor service is using a semantic differential response format, (4 marks) 4. Create a question that would allow you to decide which brand (or unbranded) coffee is most preferred and which one least preferred