研究数据可以分为各种类型各种维度的基础上。其中一个主要分类数据的性质,因此,数据可分为基数和序数(类型的数据,2010年)。作为本研究旨在获得洞见的相对排名和图像的各种啤酒品牌在消费者的心中,这项研究旨在收集定性数据。问题谎言的事实,这些因素难以量化。作为一个例子,对个体来说是不可能的定量表达他/她喜欢巧克力(芬克,2003)。因此,李克特量表的方法被用来收集数据的顺序。示例受访者被要求提供一个相对等级的各种替代方案规模最喜欢属性的消费者被列为头号等等等等(Kumar Ranjit,2005)。 研究问题要求分析消费者对品牌的感知的“青岛啤酒”,因此,收集的数据顺序数据的受访者被要求等级相对品牌属性的啤酒品牌,以表达他们的意见的问题,青岛是最吸引人的属性。消费者也要求等级分配给青岛啤酒与竞争对手相比,确定真正的青岛啤酒品牌的可接受性。
The research data can be categorized into various types on the basis of various dimensions. One such primary classification is on the nature of data and accordingly, data can be classified as cardinal and ordinal (Types of Data, 2010). As this research aims to gain insights about the relative ranking and image of the various beer brands in the minds of the consumers, the research seeks to collect qualitative data. The problem lies on account of the fact that such factors cannot be easily quantified. As an example, it is not possible for an individual to quantitatively express his/her liking for chocolates (Fink, 2003). Consequently, the Likert scale approach has been used to collect the data of ordinal form. The sample respondents were asked to provide a relative rank to the various alternatives on a scale in which the most preferred attribute by the consumer has been ranked as No. 1 and so on and so forth (Kumar Ranjit, 2005). The research questions call for the analysis of consumer’s perceptions about the brand “Tsingtao Beer” and as such, the data collected is ordinal data as the respondents were asked to rank the relative brand attributes of the beer brand so as to express their opinion on the question that which attribute of Tsingtao is the most appealing to them. Consumers were also asked to assign a rank to Tsingtao beer in contrast with its competitors so as to determine the true brand acceptability of Tsingtao Beer.