Bradley DoughertyMKT 3253Dr. PettySeptember 9th, 2016Chapter 4 Discussion Questions1. The term Hispanic refers to many different nations and peoples who are associated with Spain’s culture and lifestyle, or were once colonized originally by Spain. The biggest thing that needs to keep in mind is that even though the roots are similar, not all Hispanic people are the same. 2. In-depth interviewsAdvantages- The interviewer can talk freely to consumers; The data is collected first hand.Disadvantages- Time consuming and expensive.Projective techniquesAdvantages- It gives more insight into the values, motives, attitudes, and lifestyles of consumers that are difficult to express.Disadvantages- It is based on projections; Lesser involvement of facts. Association TechniquesAdvantages- Consumer has to respond with the first thing that comes to mind when askedquestions; It gives a picture of the first impression of the product.