Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 8

Generate five attributes that assess students' attitudes toward "take-home exams." Use (i) graphic-ratings scales, (ii) itemized-ratings scales, and (iii) comparative-ratings scales to determine the importance of each of these attributes in students' evaluation of take-home exams. Administer each of these scales to separate samples of five students.
a. What are your findings with the graphic-ratings scale Which attributes are important
b. What are your findings with the itemized-ratings scale Which attributes are important
c. 'What are your findings with the comparative-ratings scale Which attributes are important