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Methodology: Scaling Product Characteristics

In: Consumer Choice in the Third World

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  • Jeffrey James

Abstract

The analysis of the influence of advertising on choice in the following chapters is developed broadly in two stages. The first of these is concerned to discover the characteristics which, according to the sample survey of consumers, best differentiate between a group of competing brands, as well as how the characteristics themselves are perceptually interrelated. In the second stage the extent to which these perceived differences between characteristics are systematically related to advertising is analysed, among other means, by comparing them, where perceived characteristics are measurable, with the actual differences according to objective tests. This chapter deals with the methodological problems of the first of these stages — with the problems, that is, of how the perception of product characteristics by individuals is to be measured and analysed. Resolution of these measurement difficulties is the essential first step in the exercise as a whole.

Suggested Citation

  • Jeffrey James, 1983. "Methodology: Scaling Product Characteristics," Palgrave Macmillan Books, in: Consumer Choice in the Third World, chapter 3, pages 44-63, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-06109-9_4
    DOI: 10.1007/978-1-349-06109-9_4
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