A Neighbor Slips on an Icy Sidewalk in Front of Your

question 15

Multiple Choice

A neighbor slips on an icy sidewalk in front of your house,resulting in $500 of medical bills.The court rules that the accident had a 20% chance of occurring.Under a negligence standard,you will be held liable for damages if removing the ice from the sidewalk would have cost you less than

• A) $20.
• B) $100.
• C) $500.
• D) $1,000.

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Definitions:

Zaltman Metaphor Elicitation Technique

A technique in market research that uses visual stimuli to elicit deep, unconscious thoughts and feelings from consumers regarding a product or service.

Projective Technique

A psychological method used in market research to help participants express their feelings and thoughts indirectly by responding to ambiguous stimuli.

Ethnography

A qualitative research method that studies people and cultures in their natural environment through observation and sometimes direct participation.