Wisconsin Research Associates Is Asked to Help Name a New

question 72

Multiple Choice

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

• A)hidden meanings test
• B)protocol analysis
• C)word association test
• D)balloon test
• E)laddering test

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Definitions:

Recognition

The cognitive process of identifying and acknowledging the existence or truth of something previously seen, learned, or experienced.

Narcissistic

A personality characteristic involving arrogance, a sense of superiority, and an excessive need for admiration from others.

Unconditional Admiration

A form of admiration or esteem that is given without any conditions or expectations, often regarded as a positive emotional response.

Antisocial

Contrary to the laws and customs of society, in a way that causes annoyance and disapproval in others.