Wisconsin Research Associates Is Asked to Help Name a New

Multiple Choice

Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?

A) hidden meanings test
B) protocol analysis
C) word association test
D) balloon test
E) laddering test