What is the word-association technique?

Following the methods outlined in the text, develop a plan for conducting a focus group to determine consumers’ attitudes toward and preferences for imported automobiles. Specify the objectives of the focus group and write a screening questionnaire.

1. What are projective techniques? What are the four types of projective techniques?

2. What is the word-association technique? Give an example of a situation in which this technique is especially useful.

3. When should projective techniques be employed?

4. How can social media be used to conduct qualitative research?


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