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1. Briefly explain three types of projective techniques used in qualitative questioning. 

2. Using examples explain heterogeneity in services marketing, and then, describe the challenges they create and discuss solutions to overcome those challenges. 

3. Describe three techniques used in marketing research to measure consumers’ physiological reactions. 

 

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Solution Preview

Mind map: 

This technique is helpful with the focus group. A word or phrase related to topic is shared with the group and that group is asked to write as many words or phrases as possible which comes to their mind. It includes all the good/bad words, pictures, associations, impressions, etc. The broad approach allows to cover 

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