A marketing research company asked members of a focus group to describe several motorcycle brands as animals.This is an example of ________.
A)hierarchical need analysis
B)interpretive consumer research
C)status influence
D)buzz marketing
E)information search

Question

Quizplus · Accepted Answer

This is an example of interpretive consumer research as the marketing research company is seeking to understand the deeper meanings and associations that consumers have with the motorcycle brands. Asking participants to describe the brands as animals can provide insight into the symbolic associations that consumers have with the brands.

A Marketing Research Company Asked Members of a Focus Group