survey design and measurement serena's notes

If an attribute is unimportant the respondent assigns

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Unformatted text preview: s of a product to reflect their importance. • If an attribute is unimportant, the respondent assigns it zero points. • If an attribute is twice as important as some other attribute, it receives twice as many points. • The sum of all the points is 100. 11 price is the most important when buying a bar of soap segment 1. Instructions Below are eight attributes of bathing soaps. Please allocate 100 points among the attributes so that your allocation reflects the relative importance you attach to each attribute. The more points an attribute receives, the more important the attribute is. If an attribute is not at all important, assign it zero points. If an attribute is twice as important as some other attribute, it should receive twice as many points. next is cleaning power and then everything else falls in place. Form AVERAGE RESPONSES OF THREE SEGMENTS Attribute Segment I Segment II 1. Mildness 8 2 2. Lather 2 4 3. Shrinkage 3 9 4. Price 53 17 5. Fragrance 9 0 6. Packaging 7 5 7. Moisturizing 5 3 8. Cleaning Power 13 60 Sum 100 100 Segment III 4 17 7 9 19 9 20 15...
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