測量基礎概念ppt41-經(jīng)營管理(完整版)
【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. Packagin
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