A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.

Question

Quizplus · Accepted Answer

This is an example of interpretive consumer research, as the focus group is being asked to provide qualitative and subjective responses about the brands in question. The purpose is to gain insight into their perceptions and attitudes towards the brands, rather than to gather numerical data through quantitative research.

A Marketing Research Company Asked Members of a Focus Group