In studying its image,a retailer discovers that it is,on average,described as being expensive,as having very good service,as stocking conventional "me-too" goods,and as having a conservative fashion orientation.The retailer used which primary research technique?
A) observation
B) sampling
C) semantic differential
D) multi-dimensional scaling

Question

Quizplus · Accepted Answer

The primary research technique used in this case is semantic differential because the retailer is studying how consumers perceive it based on a set of bipolar adjectives. The retailer is interested in understanding the different dimensions of its image, such as price, quality of service, product selection, and fashion orientation. Semantic differential is a method that asks respondents to rate a brand or company on a set of bipolar adjectives, such as expensive vs. cheap or conservative vs. trendy. This method helps to identify the most relevant dimensions of a brand's image and to compare it with competitors.

In Studying Its Image,a Retailer Discovers That It Is,on Average,described