Question: ASSIGNMENT QUESTIONS 1. What do you think is the rationale behind IMI going for the Projective Technique? Do you agree with their choice of going

ASSIGNMENT QUESTIONS 1. What do you think is the

ASSIGNMENT QUESTIONS 1. What do you think is the rationale behind IMI going for the Projective Technique? Do you agree with their choice of going for this technique? 2. Was IMI right in classifying customers based on behaviour rather than demographic or socio economic parameters? 3. Should the consultants have tested the revised questionnaire after incorporating the changes that were discovered in pre-testing? 4. Kindly fill the questionnaire in the Case Exhibit and identify any aspect that you would like to change. 5. Do you think the consultants should have used expert interviews to identify possible consumer concerns? Also, should they address these concerns before conducting the interviews? Discuss the pros and cons of doing so. 6. Do you think the decision to drop the point of purchase at railway stations and airportsfrom the conclusive research was appropriate? Justify your

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