If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute); then asks "Why is it important that the phone be well built?"
and learns "It suggests Nokia is reliable" (a functional benefit); then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit), the researcher is using a technique called ________.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique
D) laddering
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Answer the following statements true (T) or false (F)
1. Power refers to the rights inherent in a managerial position to make decisions, give orders, and utilize resources. 2. Director of accounting is an example of a staff position. 3. Staff personnel have authority functions in that they provide advice, recommendations, and research to line managers. 4. An advantage in using centralized authority is that there is less duplication of work, because fewer employees perform the same task.
Which of the following specific measures of vendor quality would be used when evaluating vendors that supply a company with direct materials?
a. Defect-free material as a percentage of total materials received b. Number of customer complaints c. Time it takes to make a product d. All would be considered to assess vendor quality of direct materials.
Which consulting approach most focuses on a shared view of all responsibilities?
a. Expert b. Doctor-Patient c. Mechanic d. Organization Development
The ______ side seeks to convince the judges and/or members of the audience that change is not needed, working to defeat the resolution and maintain the status quo.
a. pessimistic b. affirmative c. negative d. anti