Question

About 50 consumers are participating in a focus group moderated by marketers. They are asked to list terms and phrases that occur to them when they hear the brand name, 'Rotomatix.' The marketers of the brand use the consumers' responses to gain insight into what consumers think of the brand. This scenario is a typical example of

projective association.
free association.
quantitative feedback.
ad hoc feedback.
audience optimization.

Answer 1

A focus group where consumers associate terms with a brand name is an example of free association, a qualitative research method used to understand consumer attitudes and perceptions.

Step-by-step explanation:

The scenario you described where consumers in a focus group are asked to associate terms and phrases when they hear a brand name is best characterized as free association. Companies use this qualitative research method to gain insights into consumers' thoughts and feelings about a brand, which can later inform marketing and product development strategies. Unlike quantitative feedback that focuses on numerical data and metrics, free association allows for open-ended and subjective responses, revealing underlying attitudes and perceptions towards the brand 'Rotomatix'.