If a Researcher Asks a Consumer Why S/he Wants to Buy

question 24

Multiple Choice

If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute) ; then asks "Why is it important that the phone be well built?" and learns "It suggests Nokia is reliable" (a functional benefit) ; then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit) , the researcher is using a technique called ________.

• A) brand personification
• B) projective technique
• C) visualization
• D) laddering
• E) Zaltman Metaphor Elicitation Technique

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Definitions:

U.S. District Courts

The general trial courts of the United States federal court system where civil and criminal cases are filed and heard.

Trial Courts

Courts of law where cases are heard and decided for the first time, involving the presentation of evidence and legal arguments before a judge or jury.

Appellate Courts

Courts that have the authority to review and change the decisions of lower courts, often focusing on legal errors rather than factual disputes.

Precedent

An earlier event or action regarded as an example or guide to be considered in subsequent similar circumstances.