Hull Research Associates is asked to help name a new product that is a new type of nonfat cheese. Several names are suggested: SkinnyCheese, CheeseSmart, DownLoCheez, and SansFat. What would be the most appropriate qualitative technique to determine the meanings of these names to customers?
A) picture this, picture that
B) protocol analysis
C) word-association test
D) balloon test
E) laddering test

Question

Quizplus · Accepted Answer

The most appropriate qualitative technique to determine the meanings of these names to customers would be a word-association test. This technique involves asking participants to freely associate words with each product name, which can provide insights into how they perceive and interpret the names.

Hull Research Associates Is Asked to Help Name a New