Rating Scales in Customer Satisfaction Research
- Deciding which scale to use
o Rating of absolute performance
§ Track changes over time
o Rating performance against expectations
Measuring Brand Image
- Perception people hold of main brands/ how they compare / how they might occupy different positions in customer's minds, either as having functional differences or differences in emotional positioning
- Scalar approaches
- Attribute association
o Disadvantage
§ Loss of degree of discrimination had scales been used.
- Measuring attributes
o Statements to represent attitudinal dimensions
The Dimensions
- Determining the attributes to measure
- Number of attributes
- Indirect techniques
- Pictorial techniques
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