3+4 - Measuring Brand Performance

Question 1

consumer decision journey

Answer 1

0. trigger
1. consider
2. evaluate
3. buy
4. bond

Question 2

marketing research

Answer 2

qualitative research (discover ideas + insights)

quantitative research (determining frequencies)

causal research (determining cause + effect relationships)

Question 3

qualitative research: when?

Answer 3

when you need a deep understanding of a problem
- initial step before conducting quantitative research

Question 4

qualitative research methods

Answer 4

in-depth semi-structured interviews = discover ideas + insights

focus groups = develop hypotheses

projective techniques = define key variables

Question 5

quantitative research methods

Answer 5

surveys = describe characteristics of consumer segments

choice modeling = estimate the % of units in a population exhibiting a certain behavior

concept testing = measure attitudes

Question 6

cross-sectional designs vs longitudinal designs

Answer 6

quantitative research designs

cross-sectional: collection of info from a population only once (ex: surveys)

longitudinal: fixed sample of a population measured repeatedly (ex: panels)

Question 7

Rapaille Pyramid - speech organization

Answer 7

rational, deliberate = quantitative research

rational + non rational = qualitative research

subconscious

Question 8

Wendy Gordon consciousness model

Answer 8

quantitative research:
- attitudes
- stereotypes

qualitative research:
- defenses
- thoughts/feelings
- repressed

psychanalysis:
- subconscious

Question 9

research designs for each branding concept

Answer 9

brand awareness: quantitative
brand image: both (mostly qualitative)
CDJ: both

Question 10

measuring brand image

Answer 10

best method:
1. qualitative: list possible brand associations
2. quantitative: measure strength of associations

(can just do qualitative or just quantitative)

Question 11

qualitative research

Answer 11

direct methods: in-depth interviews + focus groups
indirect methods: observation + projective technique

Question 12

projective technique

Answer 12

encourages respondents to project their underlying motivations, attitudes, or feelings regarding the issue of concern
- unstructured + indirect

Question 13

content analysis

Answer 13

topic analysis
syntax analysis
word analysis
projective analysis

Question 14

quantitative research scales

Answer 14

5 point likert scale
semantic differential scale