If UMB Bank in St. Louis asks target members who do not have a checking account or a savings account with UMB Bank the following question, what type of scale item is this? How would you rate UMB Bank on this attribute? Unfriendly : : : : : : : : Friendly

a)Semantic Differential scale

b) Friendly

Explanation:

Semantic Differential Scale, developed by the US psychologist Charles E. Osgood (1916-91) is a survey rating scale that inquires from respondents to rate either an object or entity in terms of products, brands, company, activitiesetc.between opposite adjectives eg love/hate, friendly/unfriendly, good/bad etc

It seeks to know how individuals are associated, motivated and behave for every concept.

The first SD questionnaires contained a list of 7-point scales (−3; 0; +3) between contrasting, opposite adjectives (e.g., kind-wicked)

The major aim of the Semantic Differencial scale is to understand connotative attitudes of respondents dispositions towards object or entity by measuring the differences and similarities of Thier ratings so as to correlate and work on improving or adjustinging based on Thier ratings

b)I will rate UMB Bank with an XX to indicate my choice

Unfriendly : : __ :__XX_Friendly-

answer; dividing net income by 1- t ;

answervulnerability assessment;