Page 231 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

MEASURES FROM MARKETING RESEARCH 215

I find most retail salespeople to be 1 2 3 4 5
very helpful.
Most retail stores provide an adequate 1 2 3 4 5
selection of merchandise.
In general, most middlemen make 1 2 3 4 5
excessive profits.
When I need assistance in a store, 1 2 3 4 5
I am usually not able to get it.
Most retailers provide adequate service. 1 2 3 4 5

Neither
Strongly Somewhat Agree nor Somewhat Strongly
MARKETING IN GENERAL Disagree Disagree Disagree Agree Agree

Most businesses operate on the 1 2 3 4 5
philosophy that the consumer is
always right.
Despite what is frequently said, 1 2 3 4 5
‘‘let the buyer beware” is the guiding
philosophy of most businesses.
Most businesses seldom shirk their 1 2 3 4 5
responsibility to the consumer.
Most businesses are more interested 1 2 3 4 5
in making profits than in serving
consumers.

2. Now, I’d like to know how satisfied you are, in general, with each of these
four marketing areas. Please ‘X’ the one box which best describes your over-
all satisfaction with each marketing area.
Neither
Satisfied
Very Somewhat nor Somewhat Very
Satisfied Satisfied Dissatisfied Dissatisfied Dissatisfied
The quality of most of the products 1 2 3 4 5
available to buy.
The prices of most products. 1 2 3 4 5
Most of the advertising you read, 1 2 3 4 5
see, and hear.
The selling conditions at most of 1 2 3 4 5
the stores at which you buy
products.

3. Listed below are four questions which ask about how often you have had
problems with the products you buy, the prices you pay, the advertising you
read, see, and hear, and the stores at which you shop.