Marketing Management

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?

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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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