Multiple Choice
One set of consumers, during a focus group session, indicated that Dell computers reminded them of a surfer, Apple Computer was equated to a mad-scientist, and IBM computers to Scrooge from the Dickens' tale. Which of the following qualitative research approaches matches to the approach described above?
A) brand personification
B) laddering
C) pyramiding
D) projective techniques
E) visualization
Correct Answer:
Verified
Correct Answer:
Verified
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