Suppose, as a marketing manager of a firm, you have planned to conduct a market research using qualitative measures
For the purpose of developing consumer insight you have distributed among the respondents a picture of a man and woman in a coffee shop, and have asked the respondents to make up a story about what is happening in the picture. Identify and define the type of question used in this case.
The marketing manager has used Thematic Apperception Test in this case. In Thematic Apperception Test, a picture is presented and respondents are asked to make up a story about what they think is happening or may happen in the picture.
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According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between one and four categories when using itemized rating scales
Indicate whether the statement is true or false
The balanced scorecard approach bases its assessment of employee performance completely on financial gain to the company
Indicate whether the statement is true or false