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Posted by Sherman Whipple on February 10, 2000 at 18:12:26:
In Reply to: Value for money posted by Liz on February 10, 2000 at 17:24:25:
Though it may seem reasonable to ask such a question, the problem is that the answers you will get will also be reasonable, and, therfore, of little value. At risk of appearing flippant, I would have to say that asking a respondent to provide a value rating for a company would suggest that the researcher may not have a complete grasp of how one develops a survey instrument. Futher, "Value preception" is, itself, a relative attribute which must be viewed in context.
But, putting this aside, if I understand what I think you are asking, a respondent's value perception of a given brand, product, or offering is a composite of attributes of that respondent (ie. demographics) and those factors (latent variables) related to both what formed the need, and what would and would not satisfy the need for that brand, product or offering.
So, this means that what appers to be a simple quesiton, now becomes more complex because you must test the factors. In fact, once you have this data, you may not need the general "Value" question at all, unless it is being used for comparrison with competitors.
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