The Projective Technique of Music Association Involves Asking the Respondent

question 9

Multiple Choice

The projective technique of music association involves asking the respondent to

• A) describe what the product or service being researched would look like if it were a person
• B) enter words or phrases to complete a given sentence
• C) associate the music being played with one of the brands being evaluated
• D) arrange pictures to depict some issue of interest to the researcher

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Definitions:

Probabilities

The measure of the likelihood that an event will occur, expressed as a number between 0 and 1.

Coin Toss

A simple randomness procedure used to decide between two equally probable outcomes with the flip of a coin.

Expected Value

The predicted value of a variable, calculated as the sum of all possible values each multiplied by the probability of its occurrence.

Expected Value

An average value determined by weighing all potential outcomes of a random variable according to their likelihood of happening.