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| Author: | Lavenka, N. M. |
| Title: | The measurement of intrinsic and extrinsic product quality : a magnitude estimation approach. |
| Journal: | Journal of the Market Research Society
1989 : APR, VOL. 31:2, p. 213-224 |
| Index terms: | MARKET RESEARCH QUALITY PRODUCT TESTING ESTIMATION CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | The applicability of the magnitude estimation procedure to the measurement of product quality is discussed. Literature about the concept of quality is reviewed. Perceived product quality is defined to include the consumers' response to the entire evoked set of judgements about quality comparison among competitive brands. Application of magnitude scaling is tested by a research study. Its use is extended to measurement of additional extrinsic cues, such as brand name. Two categories of products were chosen to illustrate whether magnitude scales vary based on pre-judged similar and dissimilar perceived quality. Recommendations are summarized. |
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