While Smitty was shopping at The Home Depot, he was asked to complete a survey assessing his expectations and perceptions of The Home Depot's service quality. In one section of the survey, he was asked to allocate a total of 100 points across the five dimensions of service quality. The 100-point allocation question is a _____ importance measure.
A) Direct
B) Leading
C) Primary
D) Indirect
E) Secondary

Question

Quizplus · Accepted Answer

The 100-point allocation question is a direct importance measure because it directly asks respondents to allocate points based on their perceived importance of different service quality dimensions.

While Smitty Was Shopping at the Home Depot, He Was