According to the classic five-point question format for purchase intentions, which of the following is true of the top-two-boxes score?
A) This score represents the number or percentage of people who definitely would not buy a product.
B) This score is used as an indicator of group reaction.
C) Researchers who calibrate this score believe that it reflects real figures.
D) This score is used to indicate the number or percentage of people who might or might not buy a product.

Question

Quizplus · Accepted Answer

The top-two-boxes score is used as an indicator of group reaction. It represents the number or percentage of people who gave the highest two ratings (such as definitely would buy or probably would buy) on the purchase intention question. It does not represent the number of people who definitely would not buy a product. Researchers calibrate this score to reflect group reaction, but it may not necessarily reflect real figures.

According to the Classic Five-Point Question Format for Purchase Intentions