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) none of the above

Question

Quizplus · Accepted Answer

Projective techniques are used to uncover hidden or unconscious motivations by allowing respondents to project their thoughts and feelings onto ambiguous stimuli.

Oftentimes Consumer Research Respondents May Be Unaware of Their Motives