Ask a Question
  
  
  
Top Posters
Since Sunday
24
24
23
23
23
22
21
21
21
20
20
20
New Topic  
wrote...
Posts: 75
2 weeks ago

Question 1.

One set of consumers, during a focus-group session, indicated that Dell computers reminded them of a surfer, Apple computers were equated to a mad scientist, and IBM computers to Scrooge from the Dickens's tale. Which of the following qualitative research approaches matches to the approach described above?

• Laddering

• Visualization

• Brand personification

• Projective techniques

• Pyramiding

Question 2.

The main drawback to the ________ is that the interviews must be short and not too personal.

• secondary interview

• mail questionnaire

• personal interview

• online interview

• telephone interview
Source  Download
Marketing Management
Edition: 13th
Authors:
Read 4 times
1 Reply
Replies
Answer verified by a subject expert
wrote...
Posts: 70
2 weeks ago
Sign in or Sign up in seconds to unlock everything.

Answer 1

Brand personification

Answer 2

telephone interview
1
Related Topics
New Topic      
Explore
Post your homework questions and get free online help from our incredible volunteers.
Learn More
Improve Grades
Help Others
Save Time
Accessible 24/7
  125 People Browsing
Related Images
 2866
 115
 105
Your Opinion
What's your favorite coffee beverage?
Votes: 57