A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 21
viii, 232 leaves : ill.View a full description of this dissertation.
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21
differentials each measuring the respondents' meanings of
the product characteristics: style, economy, comfort, and
price. The respondents were asked to indicate what these
characteristics mean to them in relation to an ideal auto-
mobile, the Ford LTD, and the Chevrolet Caprice.
The cidjective pairs used to describe each concept were
identical for all three products and each product was on a
separate page to discourage the respondent from giving the
same answers to all of the scales under each product. A
farther step was taken to avoid duplication of answers by
reversing the adjective pairs under each concept and by
changing the order of the adjectives. ;
The question of whether or not the respondent would buy
the Ford LTD or Chevrolet Caprice appeared at the bottom of
the semantic; differential. This was for the purpose of mea-
suring the market potential for each product. The last page
of the questionnaire consisted of a question asking the re-
spondents to rank the order of importance of the product
characteristics (style, economy, comfort, and price) accord-
ing to their own attitude and five demographic questions used
for classification purposes and for determining the validity
of the first hypothesis.
Statistical Analysis of the Sample
The statistical analysis performed on the data made use
of existing statistical techniques. No attempt was made to
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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/m1/32/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .