Consumer Metric Scales
- Pp. 106-128 (23)Kannapon Lopetcharat and Dulce Paredes
The measurement of consumers’ responses is the foundation of quantitative research. Selecting instrument(s) or scale(s) to measure responses is important and delicate, often confusing and politically sensitive. Researchers often find themselves in situations where they have to compromise but maintain the integrity of the study. To balance these tasks, the researchers’ responsibility extends beyond simply designing a study. They must communicate and persuade other stakeholders in the project to accept their choices of scales. Knowledge of clearly established objectives and the inherent properties of the scales are critical. Research objectives dictate the choices of scales because the target consumers, questions and conditions for the study are derived from those objectives. In this chapter, the authors will recommend the appropriate use of scales in different situations (e.g., screening/formulation-based experimental designs and discrete/final decision consumer studies). Besides clearly established objectives, the inherent properties of scales are very important in questionnaire design. The authors will present the latest development in hedonic measurements and the misuse of the 9- point hedonic scales in international studies. Moreover, the authors will review recent theories and evidence about ways in which “liking” and “disliking” are not diametrically opposed.