Measurement and Scales

Imagine that the research company you have hired to evaluate your new soda product has completed a study containing this question: If the product you have just seen were available in stores in your area, how likely would you be to purchase it?

Books

Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). Marketing research (11th ed.). Hoboken, NJ: Wiley. ISBN: 9781118156636.

___ I definitely would.

___ I probably would.

___ I might or might not.

___ I probably would not.

___ I definitely would not.

The results show a mean score of 2.8 (on a five-point scale) for the question. What is your reaction to this result? What questions or concerns might you have regarding the way these responses are framed? Why?

Discussion Participation Grading Rubric Criteria Non-performance Basic Proficient Distinguished
Applies relevant course concepts, theories, or materials correctly. Does not explain relevant course concepts, theories, or materials. Explains relevant course concepts, theories, or materials. Applies relevant course concepts, theories, or materials correctly. Analyzes course concepts, theories, or materials correctly, using examples or supporting evidence.
Collaborates with fellow learners, relating the discussion to relevant course concepts. Does not collaborate with fellow learners. Collaborates with fellow learners without relating discussion to the relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts. Collaborates with fellow learners, relating the discussion to relevant course concepts and extending the dialogue.
Applies relevant professional, personal, or other real-world experiences. Does not contribute professional, personal, or other real-world experiences. Contributes professional, personal, or other real-world experiences, but lacks relevance. Applies relevant professional, personal, or other real-world experiences. Applies relevant professional, personal, or other real-world experiences to extend the dialogue.
Supports position with applicable knowledge. Does not establish relevant position. Establishes relevant position. Supports position with applicable knowledge. Validates position with applicable knowledge.

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