測量的概念與方法-文庫吧
2025-01-29 19:05 本頁面
【正文】 The most mon method of taste testing is paired parison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, selfperception and brand reputation are very important factors in the consumer’ s purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired parison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke. A paired parison taste test Paired Comparison Scaling Fig. 74. Importance of Toilet Soap Attributes Using a Constant Sum Scale Average Responses of Three Segments Attribute Segment I Segment II Segment III 1. Mildness 8 2 4 2. Lather 2 4 17 3. Shrinkage 3 9 7 4. Price 53 17 9 5. Fragrance 9 0 19 6. Packaging 7 5 9 7. Moisturizing 5 3 20 8. Cleaning Power 13 60 15 Sum 100 100 100 數(shù)值量表 李科特（ Likert)式量表：同意 —不同意的 5點或 7點 語義差異法：用兩極的形容詞來測量一個品牌或商品的形象 李科特量表 ：用線段表現(xiàn)人們態(tài)度的不同差異，比如： 例：你對改革開放政策的評價是：（請在線段的適合你的態(tài)度的“點”的位置上劃圈）
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