Ratios of Ideals--A New Twist to an Old Idea
Consumer estimations of "ideal" product attributes have been used for many years to guide product development. Massey University work has studied consumer ideals calculated as absolute, interval and ratio scores. Ideal absolute and ideal interval scores, because of context effects, have proved of limited value in long-term projects. Ideal ratio scores indicating percentage change needed to make an attribute "ideal" have proved more useful.