Questionnaire 1

On a scale of 1 – 10 rate the relative importance following attributes. Follow the following instructions

1. Rate the most important attribute as 10

2. Rate the least important attribute as 1
3. Rate the rest of the attributes relative to these

Attribute Relative
Importance
Germ Killing Capability
Teeth Whitening
With Fluoride
Plaque Removal
Breath Freshening
Herbal Ingredients
Calcium Enriched
Price
Brand

Age: __________ Gender: __________

Questionnaire 2

For each of the pairs (1st compare Breath Freshening with Calcium Enriched, then compare Breath Freshening with Close-up and so
on…) rate on a scale of 1 – 10, where 1 means they are extremely similar and 10 means they are extremely dissimilar.

Germ
Breath Calcium Killing Herbal Plaque Teeth With
Freshening Enriched Close-up Colgate Capability Ingredients Pepsodent Removal Whitening Fluoride
Breath
Freshening 1
Calcium
Enriched X 1
Close-up
X X 1
Colgate
X X X 1
Germ Killing
Capability X X X X 1
Herbal
Ingredients X X X X X 1
Pepsodent
X X X X X X 1
Plaque
Removal
X X X X X X X 1
Teeth
Whitening X X X X X X X X 1
With Fluoride
X X X X X X X X X 1