Categorizing pairs of answers Sample Clauses

Categorizing pairs of answers. It was just mentioned how questionable (Q) answers are formed by contradicting responses. The other categories are positioned as follows: • Performance attributes are relatively the easiest to position. They are the ones which customers like having and dislike not having. The respondents select the two extreme answers (“I like it” on the functional formulation and “I dislike it” on the dysfunctional formulation) in this case. This extreme reaction translates the linear “more is better” relation between these two dimensions. • Must-be attributes are the remaining cases when a customer dislikes not having them. Customers go from tolerating (“I can live with it”) to expecting to have the attribute in the product/service. • Attractive attributes are found when a customer likes having an attribute that is not expected. For this the respondent needs to answer “I like it” on the functional formulation and from “I can live with it” to “I expect it” on the dysfunctional formulation. • Indifferent attributes are the ones that have no extreme answers in both the functional and dysfunctional formulation. This type fills up the entire centre of the table and occurs when the respondent answers “I can live with it” or “I am neutral” on both statements. • Finally, we have reverse attributes positioned along the two axes where reactions are either to like not having the attribute or to dislike having it. They are the reversal of a performance, attractive or must-be attribute. To know what category they are the reverse of, the functional and dysfunctional values just need to be flipped. The next step is to analyse and interpret the results.
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