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2 months 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
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Posts: 172
2 months ago
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Answer 1

Brand personification

Answer 2

telephone interview
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