Chaz was asked by a market researcher which criteria

This preview shows page 13 - 16 out of 29 pages.

38. Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. dire ct B. indirect C. projective D. perceptual mapping E. word association 39. Which measurement technique used to assess consumers' evaluative criteria assumes consumers will not or cannot state their evaluative criteria? 40. Which of the following are indirect measurement techniques used to determine consumers' evaluative criteria?
Image of page 13

Subscribe to view the full document.

41. Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use? 42. Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as? A. tangible technique B. intangible technique C. projective technique D. perceptual mapping E. conjoint analysis 43. A technique that requires consumers to judge the similarity of alternative brands is _____.
Image of page 14
44. Gail was participating in a market research study, and she was given 20 pairs of brands of shampoo and asked to indicate which pair is most similar, which is second most similar, and so forth until all pairs were ranked. Which type of indirect measurement technique used to assess Gail's evaluative criteria does this represent? 45. With the information provided by perceptual mapping the marketer can determine all of the following EXCEPT _____.
Image of page 15

Subscribe to view the full document.

Image of page 16

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern