To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?
A) primary and secondary
B) manifest and latent
C) direct and indirect
D) immediate and delayed
E) nominal and interval

Question

Quizplus · Accepted Answer

Direct methods include asking consumers what criteria they use; indirect measures allow the consumer to indicate the criteria someone else might use.

To Determine Which Criteria Are Used by Consumers in a Specific