The Acme Research firm decides to use a technique that requires a person to place herself in a decision-making setting and to verbalize everything she considers in making the decision. Which qualitative technique will she be using?
A) depth interview
B) protocol analysis
C) probing question survey
D) role-playing activity
E) value salience analysis

Question

Quizplus · Accepted Answer

Protocol analysis involves asking individuals to think aloud as they solve a problem or make a decision. This technique allows researchers to gain insight into the decision-making process and the factors that influence it.

The Acme Research Firm Decides to Use a Technique That