Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?
A) tangible
B) intangible
C) projective techniques
D) perceptual mapping
E) conjoint analysis

Question

Quizplus · Accepted Answer

The "someone else" will likely be a projection of the respondent; thus, the marketer can indirectly determine the evaluative criteria that would be used.

Which Indirect Measurement Techniques Used to Determine Consumers' Evaluative Criteria