Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 7

You are a staff researcher for a manufacturer of a well-known laundry deter g nt. As more and more competing products enter the market, managers at the company have decided that it would be a good idea to seek feedback regularly from consumers on their level of satisfaction with the brand.
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.