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It involves measurements of brand awareness and brand image 2 METHODS: Qualitative Quantitative
It is unstructured i.e. it allows for a range of responses We need this to understand consumer behaviour
METHODS
1.
Free Association
Advantages: Simple, Powerful Technique: what comes to mind when thinking of the particular brand? E.g. What does Nokia mean to you? use the information to form a rough mental map for the brand gives idea of the strength, favourability and uniqueness of associations Results: A range of possible brand associations are identified and the range of possible associations help assemble a brand profile Guidelines: define what probes will be used and identify coding of responses
NOKIA
2. Projective techniques
Advantages: Uncovering the true opinions and feelings of the consumers Technique: Subjects are presented with an incomplete stimulus and ask them to complete it or they give consumers an ambiguous stimulus and ask them to make sense of it. E.g. Ink blot tests, completion and interpretation tasks, comparison tasks Results: The image for a brand is better captured and helps identify key brand personality associations.
5. Experiential Methods
Advantages: To identify how people communicate and interact in real life situations. Technique: Researchers are sent into consumers homes to see how subjects approach their days, they also give business travellers cameras and diaries to capture their feelings when in hotel rooms and have also conducted beeper studies in which subjects are instructed to write down what they are doing when they are paged. Results: Consumers are observed as they consume so that every behaviour is captured