Problem 1: You are intereste in predicting whether a person will purchase a new Chrysler from Bob Caldwell dealership in the next mont. Soneone suggests the following phrasing for the intention measure: "How likely is it that you will buy a new automobile soon?" Why is this measure unlikely to predict the behavior of interest?
Problem 2: Discuss the tradeoffs between multiattribute attitude models, meaures of attitude toward a produt, and measures of purchase intentins in terms of (a) their realtive predicitve power and (b) their usefulness in inderstanding consimer behavior.
Problem 3: Assume a company is trying to decide which consumer segments represent its best bet for future expansion. To help in this decison the research department has collected information about segment members' product attitudes. The results show the following average attitude scores on a 10-point scale ranging from "bad" product" (1) to "good product" ( 10) :
Segment A 8.2
Segment B 7.5
Segment C 6.1
Based on this imformation segment A has been chosen as teh best bet for expansin. Do you agree? What problems might exist with making this decisin based on the current information?