Measure consumer associations that might affect attitudes

1. Design sentence completion techniques to uncover underlying motives for personal computer purchases.

2. How can HP make use of social media to conduct qualitative research?

3. Nike would like to increase its share of the athletic shoe market. Define the management-decision problem.

1. Can projective techniques be useful to HP as it seeks to increase its penetration of U.S. households? Which project technique(s) would you recommend?

2. Devise word-association techniques to measure consumer associations that might affect attitudes toward personal computer purchases.

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