Wisconsin Research Associates is asked to help name a new product that is a new type of nonfat cheese.Several names are suggested: SkinnyCheese,CheeseSmart,LoFaCheez,and SansCholes.What would be the most appropriate qualitative technique to determine the meanings of these names to customers?
A)hidden meanings test
B)protocol analysis
C)word association test
D)balloon test
E)laddering test

Question

Quizplus · Accepted Answer

The most appropriate qualitative technique to determine the meanings of these names to customers would be a word association test. This would involve asking individuals to provide the first word that comes to mind when they hear each name, allowing for a better understanding of the connotations and perceptions associated with each name.

Wisconsin Research Associates Is Asked to Help Name a New