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The data collection stage is usually done by marketing reséarch professionals. Survey questions ask the respondant to rate a product from one to five (or 1 to 7, or 1 to 10) on a range of attributes. Anywhere from five to twenty attributes are chosen. They could include things like: éase of use, weight, accuracy, durability, colourfulness, price, or size. The attributes chosen will vary depending on the product being studied. The same question is asked about all the products in the study. The data for multiple products is codified and input into a statistical program such as SPSS or SAS.