Protocol analysis is a special-purpose qualitative research technique that has been developed to peek into the consumer's decision-making processes.

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Protocol analysis is a legitimate research technique that involves analyzing verbal or written statements made by individuals as they perform tasks or make decisions. It is commonly used in fields such as psychology, education, human factors engineering, and cognitive science. In consumer research, protocol analysis can provide insights into what factors consumers consider when making purchasing decisions and how they go about weighing those factors.

Protocol Analysis Is a Special-Purpose Qualitative Research Technique That Has