Researchers often present respondents with a list of products or product attributes for which they are asked to indicate their relative feelings or evaluations. The instruments most frequently used to capture this evaluative data are called ________.
A) mechanical observations
B) attitude scales
C) consumer panels
D) metaphor analyses
E) focus groups

Question

Quizplus · Accepted Answer

Attitude scales are the instruments most frequently used to capture evaluative data on products or product attributes, as they allow respondents to indicate their feelings or evaluations on a scale.

Researchers Often Present Respondents with a List of Products or Product