Frito-Lay Brand Managers Want to Know Which of Three Proposed

question 24

Multiple Choice

Frito-Lay brand managers want to know which of three proposed end-aisle displays work the best in terms of catching consumers' attention. They set up prototypes of the three displays in three supermarkets and visit each to observe consumers head movements as they approach each display. Which observation technique would the managers be using?

• A) direct
• B) past records
• C) archives
• D) indirect
• E) store observation

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Definitions:

Free Association

A procedure used in psychoanalysis in which patients say whatever comes into their mind.

Sexual Orientation

An enduring pattern of emotional, romantic, or sexual attraction to individuals of the opposite sex, same sex, both sexes, or more than one gender.

Topographic Model

A Freudian concept dividing the psyche into the conscious, preconscious, and unconscious.

Conscious

In Freud’s topographic model, the part of personality that contains the thoughts we are currently aware of.