Oftentimes Consumer Research Respondents May Be Unaware of Their Motives

Multiple Choice

Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly. In such situations, researchers use ________ to delve into the consumer's unconscious or hidden motivations.

A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) empirical techniques