Measuring the "Importance" of Attributes
Abstract:
This report describes the results of a study conducted by Synovate, Inc. in which various methods of collecting attribute importance data were compared. The methods included 4-point and 6-point rating scales, pairwise comparisons among attributes, and a "checklist" format, where respondents indicated only which attributes were most important, second most important, and third most important. Except for the checklist format, the rank order of attribute means was virtually identical for the various methods.
