Marketing Research Corporation of America is asked by Proctor and Gamble to help name a new laundry detergent. A list of potential names is suggested: Clean, White, Protect, Color safe, Linen, etc. This list of words is shown to respondents who are instructed to answer with the first word that comes to mind. What techniques is the research company using?
a. Hidden meanings test
b. Word association test
c. Balloon test
d. Storytelling
e. Depth interview
Question 2Which of the following techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to get the subject to talk freely and to express his or her true feelings? This technique helped researchers determine that young smoker measure time spent at a nigh club in terms of cigarettes smoked.
a. Depth interview
b. Role-playing activity
c. Storytelling
d. Focus group
e. Case analysis
Question 3A child who wears Pampers diapers is __________.. This is an example of a technique where the subjects are directed to complete with the first words that come to mind.
a. word association
b. sentence completion
c. storytelling
d. depth interview
e. focus groups
Question 4Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n)
a. depth Interview.
b. causal Analysis.
c. descriptive research.
d. exploratory research.
e. Both a and d.
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