MEASUREMENT IN MARKETING RESEARCH Chapter 8 Brand loyalty – can be defined as the last brand acquired, or can be defined as the person’s most preferred brand. 3 Basic Question-Response Formats 1. Open-ended question – presents no response options to the respondent. Rather, the respondent is instructed to responds in his/her own word. 2 Types of Open-ended Question a. Unprobed format – seeks no additional information from the respondent. b. Probed format – the researcher wants a comment or statement from the respondent, or simply wants the respondent to indicate a name of a brand or a store. Response probe – instructing the interviewer to ask for additional information.

Pros and Cons of Alternative Response Formats Response Format Examples: Pros (+) and Cons (-) Unprobed open-ended question “What was your reaction to the Sony CD player advertisement you saw on TV last?” + Allows respondent to use his/her own words. - Difficult to code and interpret. - Respondents may not give complete answer. Probe open-ended question “Did you have any other thoughts or reactions to the advertisement?” + Elicits complete answers. - Difficult to code and interpret Dichotomous closed-ended question “Do you agree or disagree with the statement ‘Sony CD players are better than Panasonic CD players’?” + Simple to administer and code. - May oversimplify response options. Multiple category closed-ended question “If you were to buy a CD player tomorrow, which brand would you be