Author Question: Levis Strauss sent one of its employees', who is fluent in Japanese, to stay at the home of a ... (Read 59 times)

berenicecastro · **on:** Jun 28, 2018

Levis Strauss sent one of its employees', who is fluent in Japanese, to stay at the home of a traditional Japanese
family with teenage daughters. The employee disguised himself as an exchange student but was actually in Japan
spying on the family and their friends to better understand how Levis jeans are used and worn by teenagers in Japan.
This illustrates
a. All good observations should be disguised.
b. Observation raises ethical questions.
c. Observation is not a good research technique.
d. Structured observation is legal.
e. None of the above.

Question 2

With an attribute-based strategy to compare noncomparable alternatives, consumers make comparisons easier by
a. evaluating entire attribute-related cognitions and comparing them to affect.
b. subtractive calculus.
c. brand filing.
d. the alternative-based processing of lexicographic components.
e. forming abstract representations of comparable attributes.