Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association

Question

Quizplus · Accepted Answer

Direct measurement methods involve asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes.

Chaz Was Asked by a Market Researcher Which Criteria He