Great. We are now through with those examples. Let's understand what choices are to be given to each question. Each part of the functional and dysfunctional form of the question the customer can answer in one of the five different ways. One, I like it that way, too. It must be that way.

Three, I'm neutral, four, I can live with that. And five, I dislike it that way. Based on the responses to the two parts of the question, the product or service feature can be classified into one of the six categories. attractive, must be one dimensional, indifferent, reverse and questionable. The first five categories have already been defined. The sixth category indicates that there is a contradiction in the customer's answer to the question.

It's now time for us to update the questionnaire responses by using the candle evaluation table, which is our next chapter.