Which measurement method involves asking consumers what criteria they use in a particular purchase or, in a focus group setting, noting what consumers say about products and their attributes?
A) direct
B) indirect
C) projective
D) perceptual mapping
E) word association

Question

Quizplus · Accepted Answer

Sometimes consumers cannot verbalize their evaluative criteria for a product, especially if emotions or feelings are involved.

Which Measurement Method Involves Asking Consumers What Criteria They Use