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

Question

Quizplus · Accepted Answer

Projective techniques are commonly used in marketing research when the individual's frame of reference is uncertain or when researchers want to delve more deeply into an individual's psyche by tapping into unconscious feelings and emotions. These types of techniques can be particularly helpful when researchers suspect that respondents may intentionally or unintentionally withhold or misstate thoughts and feelings in a direct questioning situation. Projective Techniques include techniques like word association, sentence or story completion, role-playing, and picture interpretation, among others.

Oftentimes Consumer Research Respondents May Be Unaware of Their Motives