A Survey Question Asks Respondents to Rate Starbucks Coffee on a Continuum

question 4

Multiple Choice

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

• A)Likert
• B)semantic differential
• C)itemized rating scale
• D)graphic rating scales
• E)none of these

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Definitions:

Repeated Pairings

A concept from behavioral psychology where repeated association of two stimuli results in the learning or conditioning of a response.

Prior Linking

The process of establishing a connection or association between concepts or items in memory before they are encountered again, facilitating recall or recognition.

Masked Branding

A marketing strategy where a brand deliberately conceals its direct association with a product or service to appeal to a different consumer segment or to test new markets.

Discernible Brand

A brand that is easily recognized and distinguished from others in the market due to unique characteristics or qualities.