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Marketing Research ASSIENGMENT 2

Students were asked to develop and administer three different attitude scales (paired comparison, rank order, constant sum) measuring attitudes toward five popular toothpaste brands to five students each. Students were to note the administration time for each scale and report on which scale was easiest, fastest, and which brand was most preferred based on their pilot study. The assignment was to be completed independently and submitted by July 16th in handwritten form.

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Fariya Piasha
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31 views1 page

Marketing Research ASSIENGMENT 2

Students were asked to develop and administer three different attitude scales (paired comparison, rank order, constant sum) measuring attitudes toward five popular toothpaste brands to five students each. Students were to note the administration time for each scale and report on which scale was easiest, fastest, and which brand was most preferred based on their pilot study. The assignment was to be completed independently and submitted by July 16th in handwritten form.

Uploaded by

Fariya Piasha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

Dhaka, Bangladesh

Faculty of Business Administration


MBA Program: Summer Semester 2014
MKT 6002: Marketing Research

Assignment 02

Develop three comparative (paired comparison, rank order, and constant sum) scales to
measure attitude toward five popular brands of toothpaste [ Closeup Colgate
Sensodyne, Pepsodent, and Aquafresh ]. Administer each scale to five students. No
student should be administered more than one scale. Note the time it takes each student
to respond.
Based on your pilot study, demonstrate
1. Which scale was the easiest to administer?
2. Which scale took the shortest time?
3. Which toothpaste is most preferred?
4. Which airline has a more favorable image?

Note:
1. Students are asked to prepare and submit this task independently. Last Date of
Submission: 16 July 2014 Monday (without missing).
2. Must have a cover page following the university style and write your class serial
number along with your ID #
3. Form of Submission: Hand written.

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