Attitude concepts should be measured:
A) at the lowest level of specificity to mirror the mass audience.
B) at the level of specificity most appropriate to the problem.
C) at the highest level of specificity possible.
D) only at the brand level.
E) at the least predictable level of specificity.

Question

Quizplus · Accepted Answer

Attitude concepts should be measured at the level of specificity most appropriate to the problem. This means that the level of specificity should be tailored to the research question or marketing problem being addressed. It may not always be necessary or useful to measure attitudes at the macro-level (e.g., for an entire population) or micro-level (e.g., for individual consumers); the appropriate level of measurement will depend on the research context.

Attitude Concepts Should Be Measured