When Chrysler decided to offer the PT Cruiser, they did so based on the recommendations of Ernest Dichter, who helped them unlock the code, or the unconscious meaning people give to a particular market offering

A successful differentiation strategy allows a company to do which of the following?

a. reduce the features a product has b. gain buyer loyalty to a brand c. command a premium price d. increase unit sales

According to the text, which of the following types of questions does not apply to survey research?

A) questions regarding behavior B) questions regarding attitudes C) questions regarding lifestyle characteristics D) questions regarding observational research E) questions regarding motivations