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If a Marketing Researcher Chooses to Use a Word Association

question 39

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If a marketing researcher chooses to use a word association question (e.g., "what is the first word that comes to your mind when you hear the following: airline...Air Canada...travel, et cetera) , the researcher has chosen which of the following type of question for his or her research questionnaire?


Definitions:

Emerging Adulthood

A phase of the life span between adolescence and full-fledged adulthood, characterized by exploration of identity, instability, self-focus, and feeling in-between, typically ranging from ages 18 to 25.

College Completion Rates

The percentage of students who complete their college or university degree programs within a specified period.

Graduate from College

The act of completing a college or university degree program and receiving an academic degree.

Speed of Processing

How quickly an individual can take in, assess, and respond to information.

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