Market Research

1. Design Likert scales to measure the usefulness of Ford Motor Company’s Web site. Visit www.ford.com and rate it on the scales that you have developed.

2. Design semantic differential scales to measure the perception of FedEx overnight delivery service and compare it to that offered by UPS. Relevant information can be obtained by visiting the Web sites of these two companies (www.fedex.com, www.ups.com).

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3. Visit the Office of Scales Research at Southern Illinois University (http://scaleresearch.siuc.edu).(If this URL has changed, search www.siu.edu to locate it.) Identify one application of the Likert scale and one application of the semantic differential. Write a report describing the context in which these scales have been used.

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