Measurement and Scales
Imagine that the research company you have hired to evaluate your new soda product has completed a study containing this question: If the product you have just seen were available in stores in your area, how likely would you be to purchase it?
___ I definitely would.
___ I probably would.
___ I might or might not.
___ I probably would not.
___ I definitely would not.
The results show a mean score of 2.8 (on a five-point scale) for the question. What is your reaction to this result? What questions or concerns might you have regarding the way these responses are framed? Why?