Marketing Research Corporation of America is asked by Proctor and Gamble to help name a new laundry detergent. A list of potential names is suggested: Clean, White, Protect, Color safe, Linen, etc. This list of words is shown to respondents who are instructed to answer with the first word that comes to mind. What techniques is the research company using?
a. Hidden meanings test
b. Word association test
c. Balloon test
d. Storytelling
e. Depth interview
Question 2
Which of the following techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to get the subject to talk freely and to express his or her true feelings? This technique helped researchers determine that young smoker measure time spent at a nigh club in terms of cigarettes smoked.
a. Depth interview
b. Role-playing activity
c. Storytelling
d. Focus group
e. Case analysis
Stem cell research may cure diabetes, but lacks funding
question asked
North America
Doing Qualitative Research: Designs, Methods, and Techniques
Research Methods
Operations Research