BMGT452_Fridgidaire_Proj_

BMGT452_Fridgidaire_Proj_ - Fridgidaire Customer Attitudes...

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Unformatted text preview: Fridgidaire Customer Attitudes Survey Feburary ¡¡¢ ¡£¤¤ Brendan McCusker¢ Zahir Surmawala¢ Jared Lindenberg¢ Chris Sanford Company Consumer and commercial appliance company founded in ¡¢¡£ Owned by Electrolux ¤Sweden¥ Produce washers¦ dryers¦ dehumidifiers¦ refrigerators Specialize in refrigerators Competitors include General Electric Westinghouse Sears Whirlpool Sub Zero Survey Administered to determine consumer attitudes towards the company Also to determine attitudes on competition and how Frigidaire stacks up ¡ question survey Short¢ simple Uses Scales¢ Free Response¢ Rankings Asks for brief demographical information for statistical purposes Survey Question ¡ We are interested in your overall opinion of five companies that manufacture refrigerators¢ Please rank them from ¡ to £¤ with ¡ being the best and £ being the worst¢ ¥READ LIST¢ WRITE IN NUMBER FOR EACH COMPANY LISTED¢ BE SURE ONE &5:>*7 0: 7*(67)*) +67 *&(- (64¡&[email protected]¢£ Rank order scale Ordinal measure¤ comparative scale Used to measure attitudes towards brand amongst competition Survey Question ¡¢Continued£ Good Because¤ Forces an opinion Yields clear cut statistics Easy to use and understand Forces respondents to evaluate concepts in a realistic manner Limits¤ Respondent¥s real choices may not be listed in options Researchers don¥t know why they picked what they did Suggestion¤ Add a free response asking what criteria they evaluated their rank on Survey Question ¡...
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BMGT452_Fridgidaire_Proj_ - Fridgidaire Customer Attitudes...

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