The technique that helps the researchers to explore customer's perceptions about product and brand is called ___________?
Correct answer: D. qualitative measures
- A. open-ended questionnaire
- B. close-ended questionnaire
- C. quantitative measures
- D. qualitative measures
Explanation
Qualitative measures help researchers explore perceptions, meanings and motivations about a product or brand, often through open-ended methods. Quantitative measures instead produce numerical results that can be statistically analysed.
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