Gwen is an elderly lady and is participating in a market research study. The researcher asked her to describe the criteria someone who needs adult diapers might use to evaluate alternatives. The researcher was not asking Gwen what criteria she would use, but rather, the criteria Gwen thinks someone else would use. Which type of technique is this known as?
A) tangible technique
B) intangible technique
C) projective technique
D) perceptual mapping
E) conjoint analysis

Question

Quizplus · Accepted Answer

Projective techniques are indirect measures used to determine consumers' evaluative criteria by allowing the respondent to indicate the criteria someone else might use.

Gwen Is an Elderly Lady and Is Participating in a Market