Question: Are focus groups or depth interviews better for determining the factors that underlie consumer preferences for eGO? If a survey is to be conducted to

  1. Are focus groups or depth interviews better for determining the factors that underlie consumer preferences for eGO?
  2. If a survey is to be conducted to determine consumer preferences for eGO, which survey method should be used and why?
  3. Illustrate the use of nominal, ordinal, interval, and ratio scales for measuring consumer preferences for eGO.
  4. Illustrate the use of Likert, semantic differential, and Stapel scales for measuring consumer preferences for eGO.

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