Procter & Gamble (P&G)decided to Challenge Rival Revlon's Claim That

question 97

Essay

Procter & Gamble (P&G)decided to challenge rival Revlon's claim that its ColourStay line of cosmetics won't rub off.P&G asked women in shopping centres across the country to rub their cheeks against a piece of material while wearing ColourStay to see if the shirts would get stained.They then asked them to repeat the exercise,this time using the P&G cosmetics.What style of marketing research did P&G conduct?

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Definitions:

Projective Tests

Psychological assessments that use ambiguous stimuli, such as inkblots or vague images, to elicit responses that reveal aspects of an individual's personality.

Validity

The ability of a test to measure what it is intended to measure.

Reliability

The ability of a test to yield nearly the same score when the same people are tested and then retested on the same test or an alternative form of the test.

Ego Defense

Psychological strategies employed by the ego to protect itself from anxiety and unacceptable thoughts and feelings.