How are the Data Collected

Figure 6.1: Likert scales. These are used to qualify the respondents' reaction to a question on a scale ranging from one extreme to the other; for example, from 'very good' through 'good', 'fair', 'poor' to 'very poor'

Figure 6.2: Example of a self-completion attitude battery for a skin-care product, and showing brand profiles constructed from it

Figure 6.2: Example of a self-completion attitude battery for a skin-care product, and showing brand profiles constructed from it (Continued)

Figure 6.3: A perceptual map

Figure 6.4: Share of trade analysis. Source: Nielsen Homescan Figure 6.5: Source of purchase analysis. Source: Nielsen

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