Question

In an online survey, Alexis, an existing clothing brand, asked its consumers to compare the brand to a celebrity. The idea behind this is that the celebrity chosen by a consumer will reflect his or her perception of the brand. This kind of research exemplifies

ad hoc feedback.
subjective association.
quantitative feedback.
projective technique.
free association.

Answer 1

The research method described is a projective technique where a clothing brand asks consumers to compare the brand to a celebrity to understand their perception of the brand.

Step-by-step explanation:

The research method described in the question is an example of a projective technique.

Projective techniques are used to understand a person's thoughts, feelings, and perceptions by asking them to respond to ambiguous stimuli. In this case, the clothing brand asked consumers to compare the brand to a celebrity, which can reveal their perception of the brand. By associating the brand with a celebrity, the brand hopes to understand how consumers view their brand in relation to someone they admire or respect.

Projective techniques are helpful in gaining insights into consumers' subconscious thoughts and emotions. However, it's important to note that the results of projective techniques can be subjective and open to interpretation. Therefore, it's crucial to analyze and interpret the data carefully.