You are a staff researcher for a manufacturer of a well-known laundry detergent. As more and more
Question:
a. What are your recommendations about how satisfaction might be measured? Would you recommend using a global or composite measure? Why?
b. Assuming that you wanted to use a composite measure, what are some key attributes of the brand for which satisfaction might be assessed? List at least five attributes.
c. For each of the attributes you have listed in part (b), develop three different satisfaction scales: a graphic-ratings scale and two types of itemized-ratings scales.
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Related Book For
Basic Marketing Research
ISBN: 978-1133188544
8th edition
Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill
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