The construction and testing of an image questionnaire

This paper reports on the construction and testing of a survey instrument which could be used by pharmacy retailers to conduct image analysis. After investigating the use of multidimensional scaling in combination with semantic scales and extensive pretesting involving the use of scale discrimination and multivariate techniques, the relevant image components were identified and a self-administered questionnaire was constructed and tested. It was concluded that the resulting instrument was not only valid and useful to pharmacy retailers but demonstrated methods which were potentially applicable to other image analysis. The authors would like to thank William D. Perrecult, Jr., Ph.D. and Gary M. Armstrong, Ph.D. for their constructive criticism and assistance.