Comparação entre métodos de mensuração da importância de atributos em produtos e serviços
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2009
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Many surveys use multi-items questionnaires to make an assessment of a service or product. In these surveys, each respondent, besides having to evaluate each item (attribute) according to the degree of satisfaction or agreement, must also evaluate its importance. It is possible, with these two information, to create a global score of the product or service weighted by the importance of the items. The goal of this research is to compare the most common used methods to measure importance. The comparison of the methods shows that, when ranking scales are used, there is more discrimination of the importance of the attributes, but the questionnaires become confusing and tiresome to the respondents. The rating scale, on the other hand, is easily understood but the results are less discriminant.