Researching And Consumer Brands

Question 1

Qualitative Research Techniques (6)

Answer 1

1. Free associative
2. Projective Techniques
3. Zaltman Metaphor Elicitation Technique (ZMET)
4. Brain Imaging
5. Ethnographic and Experiential Methods
6. Qualitative in Summary

Question 2

Free associatives

Answer 2

• help consumers form a mental map
• what comes to mind when thinking of a brand
• things associated with brand

Question 3

Projective Techniques

Answer 3

• diagnostic tools to find true opinions and feelings of consumers when unwilling/unable to express themselves
• present consumer with random stimulus and ask them to make sense of it

Question 4

Types of projective Techniques

Answer 4

1. Completion and Interpretation tasks
2. Comparison tasks
3. Archetypes

Question 5

Zaltman Metaphor Elicitation Technique (ZMET)

Answer 5

• finds hidden thoughts and feelings expressed using metaphors

Question 6

Brain Imaging

Answer 6

• neuromarketing - the study of how the brain responds to marketing stimuli like brands

Question 7

Ethnographic and Experiential Methods

Answer 7

• deep cultural meaning of events and activities.

Question 8

Qualitative in Summary

Answer 8

• Qualitative research Techniques find consumer perceptions that are difficult to understand

Question 9

Qualitative Research Techniques

Answer 9

• brand awareness
• brand image
• brand responses
• brand relationships

Question 10

Brand Awareness

Answer 10

Recognition
Recall
Strategic implications

Question 11

Brand image

Answer 11

Associations that customers hold for a brand
3 dimensions: 
Strength
Favourability
Uniqueness

Based on - Beliefs and Multidimensional scaling

Question 12

Brand Responses

Answer 12

Purchase intentions:
Action, target, context, time

Likelihood to Recommend

Question 13

Brand Relationships

Answer 13

1. Behavioural Loyalty
2. Attitudinal Attachment
3. Sense of Community
4. Active Engagement