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

Exercise 10

Assume that a manufacturer of a line of cheese products wanted to evaluate customer attitudes toward the brand. A panel of 500 regular consumers of the brand responded to a questionnaire that was sent to them. It included several attitude scales (in their traditional formats), which produced the following results:
i. The average score for the sample on a 25-item summated-ratings scale was 105.
ii. The average score for the sample on a 20-item semantic-differential scale was 106.
iii. The average score for the sample on a 15-item Stapel scale was 52.
The vice president has asked you to indicate whether his customers have a favorable or unfavorable attitude toward the brand. What will you tell him Please be specific.
b. Following your initial report, the vice president has provided you with more information. The following memo has been given to you: "The company has been using the same attitude measures over the past eight years. The results of the previous studies are as follows:

We realize there may not be any connection between attitude and behavior, but it must be pointed out that sales peaked in Year 5 and since then have been gradually declining." With this information, do your conclusions change Can anything more be said about customer attitudes