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

Exercise 13

Establish response categories and codes for the question, "What do you like about this new brand of cereal "
b. Code the following responses using your categories and codes.
1. "$3.99 is a reasonable price to pay for the cereal."
2. "The raisins and nuts add a nice flavor."
3. "The sizes of the packages are convenient."
4. "I like the sugarcoating on the cereal."
5. "The container does not tear and fall apart easily."
6. "My kids like the cartoons on the back of the packet."
7. "It is reasonably priced compared with other brands."
8. "The packet is attractive and easy to spot in the store."
9. "I like the price; it is not so low that I doubt the quality, and, at the same time, it is not so high as to be unaffordable."
10. "The crispness and lightness of the cereal improve the taste."