By Listening to What Is Said, How It Is Said

question 23

Multiple Choice

By listening to what is said, how it is said, and understanding that the interview is a social process, a researcher can take into account ________.

• A) the importance of the strategies used both by the interviewer and by the participant
• B) the adjustments participants make in their responses to hide their true feelings
• C) the ways in which she might be "leading" the participant to make certain statements
• D) the role of the interviewee in the group he is a part of

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Definitions:

Brand Preference

The inclination of consumers to choose a particular brand over others, influenced by past experiences, advertising, and perceptions of quality.

Marketing Intermediaries

Organizations or individuals that act as a middleman in the distribution process between producers and consumers.

Trademark Protection

Legal measures taken to safeguard a brand's distinctive signs, logos, and names against unauthorized use.