Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 12

In some Asian countries, it is improper to talk about oneself. Therefore, people often are too embarrassed to answer questions about feelings and emotions. Those who do answer the questions would tend to provide superficial answers. Explain the advantages of a simulated purchasing test methodology in this situation. What other methods of evaluating feelings and emotion could an agency use in Asian countries