A marketer is trying to uncover the true opinions of a group of consumers,but they are unwilling to express themselves,so instead he asks them to compare his brand to an automobile,a country and a person.What technique is the marketer using?

Question

Quizplus · Accepted Answer

The marketer is using a projective technique known as "association technique." By asking the consumers to compare the brand to other objects (in this case, an automobile, a country, and a person), the marketer is hoping to uncover the consumers' true opinions and perceptions indirectly, since they may be unwilling to express themselves directly. This technique allows for more open-ended responses, as opposed to simply asking the consumers for their opinions outright (such as with aided recall or brand recall survey).

A Marketer Is Trying to Uncover the True Opinions of a Group