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 in the research effort?
A) Purchase probability scale
B) Behavioral scale
C) Buying ratio scale
D) Attitude scale
E) Market-test scale

Question

Quizplus · Accepted Answer

This question is asking respondents to assess the likelihood of their purchasing behavior within a specific timeframe, making it a Purchase probability scale. This type of scale is designed to measure the probability or likelihood of a consumer purchasing a product or service.

A Marketing Research Firm Intends to Ask Consumers a Question