A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 19
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13
The pretest.-—The five concepts with the adjective
pairs were tested on 115 people. The respondents ware asked
to give their views on the "ideal, automobile" using the five
concepts style, comfort, economy, price, and resale value.
The purpose of this was to determine which scales were the
most important in terms of the factors evaluation, potency,
and activity. The respondents were from a universe repre-
senting college students, professional people, blue-collar
and white-collar workers, An attempt was made to get a
heterogeneous sample in terms of income, age, education, and
profession. Demographic questions were asked for classifi-
cation of the respondents.
Statistical analysis of the pretest.--The statistical
analysis of the pretest consisted first of tabulating the
scores of the individual scales. The arithmetic mean was
then computed for each scale. Once the means were known, a
"grand mean," or the mean of all the individual means, was
computed as well as the standard deviation. From these
statistics, the nine scales with the greatest statistical
meaning and the least deviation were selected. This in-
cluded three each for the evaluative, potency, and activity
factors. Nine scales are- used because that is the minimum
number recommended for use in the semantic differential.
The resale value concept was eliminated from the study
because of a very large proportion of "four" or neutral
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/30/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .