Hull Research Associates Is Asked to Help Name a New

Multiple Choice

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

A) picture this, picture that
B) protocol analysis
C) word-association test
D) balloon test
E) laddering test