Nick Thomas has been made CEO of Global Motors, a new division of a large automobile manufacturer, ZEN Motors. ZEN is the leading brand by Global Motors, with international presence and sales all over the world. ZEN's products have been slowly losing market share to other competitors.

First, Nick wants some consumer feedback on the status of the ZEN brand. He had identified five KPIs as the most important (Brand loyalty, Intentions to purchase, Importance of "value for the price" , Attitude toward the brand , Recall of an advertisement )

To deal with this issue and determine how consumers feel about the ZEN brand, you need to suggest a set of questions to measure the above constructs.

(i)Discuss construct validity(Brand loyalty, Intentions to purchase, Importance of "value for the price" , Attitude toward the brand , Recall of an advertisement )

(ii) suggest the best set of questions to your opinion to measure the relevant constructs, clearly giving your reasons why.