Problem:
Johnny Walker Red Label Scotch is concerned about the shifting attitudes of the public regarding the consumption of alcohol. However, managers think that scotch whiskey may be seen differently because it is normally consumed in small quantities as opposed to beer, wine, or even other hard liquors such as vodka. Select two projective techniques. First, defend your use of a projective technique. Second, describe in detail how your two chosen techniques would be applied to this research problem.
Please use Burns, A. C. & Bush, R. F. (2006). Marketing research and SPSS 13.0 package (5th ed.). Upper Saddle River, NJ: Prentice Hall