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Measurement Scales and Questions To Elicit Consumer Response

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You are working on a consumer perception study of three brands of motorcycles. You wish to determine the attitudes a select group of consumers has toward styling, performance, durability, and brand image. What type of measurement scale would you use to elicit consumer responses? What types of questions would you ask?

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This solution discusses measurement scales and questions that could elicit consumer responses.

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The type of measurement scale that I would use in order to elicit consumer responses in a situation of this nature, would be the ordinal measurement scale. The ordinal measurement scale would be selected for situation of this nature, due to the fact that that this measurement scale would give me a methodology by which to gain insight into the attitudes of the selected group of consumers towards the styling, performance, durability, and brand image, by allowing these individuals to rank these attributes of a given ...

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