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Marketing Research and Quantitative Research - Assignment Example

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This assignment "Marketing Research and Quantitative Research" focuses on marketing research that gathers authentic and reliable information that can be used for decision making and quantitative research that entails use of structured questions for the respondent to answer…
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Marketing Research and Quantitative Research
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Download file to see previous pages In the word association technique, test words are presented to the respondents, one at a time. The respondents are required to mention the first word that comes to their mind when they see the word(s) supplied to them. The list of test words contains some words of interest as well as some neutral words. This is done to mask the purpose of the study.
The responses are analyzed by calculating the time taken by the respondent for each answer and the number of times a specific word is given as a response. The researcher also takes note of the number of respondents who do not respond to a particular test word at all.
The respondents build a story around the picture. They are asked to describe the situation and guess what may happen in the future. The response given to the picture gives insights about the respondent’s personality.
Under the cartoon test techniques, respondents are shown cartoon characters related to a specific problem. Generally, one cartoon makes a statement or comment and the respondent has to indicate what the other cartoon character might have said in response.
Under role-playing, the respondents are asked to behave like someone else. For example, the following situation is given to the respondent; “A customer has a complaint. The respondent is asked to assume the role of a manager and resolve the complaint.”
Under the Third-Person Technique, a situation is described verbally or shown visually and the respondent is asked to describe the attitudes and feelings of a third person. For example, the following situation is given to the respondent; “Your friend has just purchased a second-hand luxury car. How do you think he is feeling?”
Under the personification techniques, respondents imagine the brand to be a person and describe its characteristics. The question posed to the respondent is as follows; “If Harley Davidson was to come alive as a person, what would it do, where would it live and what would it wear?”
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