Jane Had Selected Word Association Tests as the Best Method

Jane had selected word association tests as the best method for carrying out her market research project. In this method, respondents are shown a picture, in this case, a sample brochure, and then asked to write down the words that come to mind when presented with the images. As Jane's budget was limited, she decided to use an online research company to administer the test to statistically significant sample size of 300 respondents, all of whom were paid $5 to complete each test. When the data arrived on her desk, Jane noticed that the average time taken to complete each word association test was 2 1/2 minutes, but a small number of respondents had completed each word association test in under 5 seconds. Jane believed that 5 seconds was a woefully inadequate time to do justice to the test in terms of interpreting the picture and writing down responses. Jane is uncertain about how to proceed. Briefly discuss the problem confronting Jane. How would you advise Jane to proceed?