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

Exercise 11

(This question applies to the material in Appendix 12A)
a. Assume that a manufacturer of a line of cheese products wanted to evaluate customer attitudes toward the brand. A panel of 500 regular consumers of the brand responded to a questionnaire that was sent to them It included two types of attitude scales (in their traditional formats) that produced the following results:
i. The average score for the sample on a 25-item summated-ratings scale was 105.
ii. The average score for the sample on a 20-item semantic-differential scale was 106.
The vice president has asked you to indicate whether his customers have a favorable or unfavorable attitude toward the brand. What will you tell him Please be specific.
b. Following your initial report, the vice president has provided you with the following memo: "The company has been using the same attitude measures over the past eight years. The results of the previous studies are as follows:
We realize there may not be any connection between attitude and behavior, but sales peaked in Year 5 and since then have been gradually declining." With this information, do your conclusions change Can anything more be said about customer attitudes