1. Nivea would like to increase its share of the U.S. market. Define the management-decision problem.
2. Define an appropriate marketing research problem based on the management-decision problem identified in question 1.
3. Nivea would like to undertake research to understand the preferences of American consumers for skin care products. What type of research design should be adopted and why?
1. Develop a Likert, semantic differential, and a Stapel scale for measuring store loyalty.
2. Develop a multi-item scale to measure students’ attitudes toward internationalization of the management curriculum. How would you assess the reliability and validity of this scale?
3. Construct a Likert scale for measuring Internet usage. Explain how the rating-scale decisions were made.
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