A marketing research firm intends to ask consumers a question that reads "Do you intend to buy a automobile within the next six months?" Consumers could respond in several ways including no chance, slight possibility, fair possibility, good possibility, high possibility, and certain. Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use to aid their forecasting?
A) behavioural scale
B) buying ratio scale
C) market-test scale
D) attitude scale
E) purchase probability scale

Question

Quizplus · Accepted Answer

The question being asked pertains to the probability of making a purchase, therefore a purchase probability scale would be the most appropriate type of scale to use.

A Marketing Research Firm Intends to Ask Consumers a Question