If a Marketing Researcher Chooses to Use Word Associations, the Researcher

question 22

Multiple Choice

If a marketing researcher chooses to use word associations, the researcher is using ________ questions.

• A) closed-end
• B) Likert scale
• C) open-end
• D) rating scale
• E) semantic differential

---

Definitions:

Psychological Processes

Mental activities involved in cognition, emotion, and behavior, such as perception, memory, and decision-making.

Conscious Mind

The facet of the mind that is conscious of its own thoughts, emotions, and environment at a particular time.

Unconscious Mind

The unconscious mind consists of processes in the mind that occur automatically and are not available to introspection, including repressed feelings and thoughts.

Sensation

The process by which our sensory receptors and nervous system receive and represent stimulus energies from our environment.