Question 1 [4+9+6+6+6=31 Marks]

Question 1 [4+9+6+6+6=31 Marks] A frozen food company is interested in examining how people attitudes relate to food choices behaviours. In particular, company is interested in the following research questions RQ1. Are food choices behaviours related to a person’s perception about food choices? RQ2. Are food choices behaviours related to the importance a person places to what extent is health a consideration when making choices about food? RQ3. Are food choices behaviours related to how concerned a person to what extent is convenience a consideration when making choices about food? a) For the research questions above, list the variables you would need to measure to answer each of these questions and, next to each variable, indicate whether it is a behaviour, attitude or perception. b) Choose any two of the research questions given in part (a) and write the multi-item scales necessary to gather the required data. Make sure you clearly label each of your scales with the variable that it is designed to measure. Your multi-item scales should have 4 items each. c) Write three different behavioural questions that measure different facets of food choices behaviour and would be suitable for answering the research questions from (a). In addition, the company would like to answer the following question. RQ1. How do food choices behaviours vary across demographics? d) Excluding age, list 3 relevant demographic variables that are likely to be of interest. In each case clearly explain why you think that demographic variable is interesting for this particular research question. e) Write the questions that you would include in your questionnaire to capture thedemographic data you specified in part (d).