Question

a marketer is trying to uncover the true opinions of a group of consumers, but they are self-conscious about responding, so instead he asks them to compare his brand to an automobile, a country and a person. what technique is the marketer using? multiple choice brand recall survey free association projective technique brand recognition aided recall

Answer 1

The marketer is using a projective technique to gather true opinions from consumers by providing indirect comparisons that elicit deeper, often unconscious thoughts.

Step-by-step explanation:

The technique the marketer is using is known as a projective technique. This technique helps researchers gather insights into participants' subconscious or hidden feelings. By asking consumers to compare a brand to an automobile, a country, and a person, the marketer offers an indirect mode of questioning which allows respondents to project their true perceptions, attitudes, and emotions onto other objects. Such comparisons reveal deeper, often unconscious, thoughts that participants might otherwise be reluctant to express. This is particularly useful in uncovering true opinions in situations where consumers are self-conscious or unwilling to share.