| This article is meant to be a brief
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| | process. Protocols are of great value for
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| review and reminder of some valuable yet
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| | determining the factors of importance for
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| often bypassed techniques to collect data
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| | a sale and they can be collected in
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| on international markets and
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| | either real shopping trips or simulated
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| consumers.When thinking of market
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| | ones.2. Projective techniquesSuch
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| research, surveys are most likely the
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| | techniques are based on the respondent's
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| first technique that comes to ones mind.
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| | performance of certain tasks given by the
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| However, surveys are a quantitative
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| | marketer. The purpose is to have the
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| research and, in order to understand
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| | consumers (respondents) express their
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| customer behavior and the social and
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| | unconscious beliefs through the
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| cultural context in which our business
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| | projective stimuli; to express
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| will operate, we will need to perform
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| | associations towards various symbols,
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| some qualitative research as
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| | images, signs.Cooper (1996) suggested
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| well.Qualitative methods are most
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| | that projective techniques can be
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| certainly a more appropriate option when
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| | successfully employed to:
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| in need of researching patterns and
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| | - indicate emotional and rational
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| attitudes in customer behavior,
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| | reactions;- provide verbal and non-verbal
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| understand the depth of the environment
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| | communication;- give permission to
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| around the customer, and understand the
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| | express novel ideas;- encourage fantasy,
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| cultural characteristics then influence a
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| | idiosyncrasy and originality;- reduce
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| customer - especially when the marketer
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| | social constraints and censorship;-
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| is not familiar with the country of
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| | encourage group members to share and
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| culture.There are certain situations
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| | "open up".Projective market research
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| where qualitative research alone can
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| | techniques can take the following forms,
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| provide the marketer with all insights
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| | presented below.Collages - used to
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| needed to make decisions and take
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| | understand lifestyles and brand
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| actions; while in some other cases
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| | perceptions, respondents are asked to
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| quantitative research might be needed as
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| | assemble a collage using images and
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| well.We will stop by the main qualitative
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| | symbols from selected sets of stimuli or
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| techniques and see how and where they can
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| | from magazines and newspapers of their
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| be employed in international marketing.
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| | choice.Picture completion - certain
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| Craig and Douglas (2000), mention three
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| | pictures can be designed to express and
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| major types of qualitative data
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| | visualize the issue under study and
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| collection techniques:- observational and
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| | respondents have to make associations and
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| quasi-observational techniques;-
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| | / or attribute words to the given
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| projective techniques and depth
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| | pictures.Analogies and metaphors are used
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| interviews;- creative group sessions
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| | when a larger range of projection is
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| (synectics).1. Observational and
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| | needed, with more complexity and depth of
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| quasi-observational
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| | ideas and thoughts on a given brand,
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| techniquesObservational techniques
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| | product, service, organization. The
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| involve direct observation of phenomena
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| | respondents are asked to freely express
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| (in our case, consumers' behavior) in
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| | their association and analogies towards
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| their natural settings. Observational
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| | the object being studied; or they can be
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| research might be somehow less reliable
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| | asked to select from a set of stimuli
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| than quantitative research yet it is more
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| | (e.g. photos) those that fit the examined
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| valid and flexible since the marketer is
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| | subject.Psycho-drawing is a technique
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| able to change his approach whenever
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| | that allows study participants to express
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| needed.Disadvantages are given by the
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| | a wide range of perceptions by making
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| limited behavioral variables and the fact
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| | drawings of what they perceive the brand
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| that such data might not be generalizable
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| | is (or product, service).Personalization
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| - we can observe a customer's behavior at
| |
| | consists in asking the respondents to
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| a given moment and situation but we
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| | treat the brand or product as if it is a
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| cannot assume all further customers will
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| | person and start making associations or
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| act the same.Quasi-observational
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| | finding images of this person. This
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| techniques are reported to have increased
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| | technique is especially recommended in
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| in usage over the past decades, due to
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| | order to understand what kind of
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| the large scale employ of surveillance
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| | personality consumers assign to a brand /
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| cameras within stores. Such techniques
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| | product / service.3. In-depth
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| cost less than pure observational ones
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| | interviewsThese techniques of marketing
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| since costs associated with video
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| | research put an accent on verbal
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| surveillance and taping are far lower
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| | communication and they are efficient
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| than a researcher's wage; the tape can be
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| | especially when trying to discover
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| viewed and analyzed at a later time, at
| |
| | underlying attitudes and motivations
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| the marketer's convenience. When
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| | towards a product or a specific market /
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| performing videotaping of consumers'
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| | consumption situation.Individual in-depth
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| behaviors, they can be asked to give
| |
| | interviews are performed on a
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| comments and insights upon their thoughts
| |
| | person-to-person environment and the
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| and actions while the conversation itself
| |
| | interviewer can obtain very specific and
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| can be recorded and be further
| |
| | precise answers. Such interviews are
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| analyzed.Pure observation: the marketer
| |
| | common in B2B practices of market
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| watches behavior of customers in
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| | research, for example when a company
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| real-life situation, either in situ or by
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| | conducts a research about a product among
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| videotaping the consumers (less
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| | their existing corporate
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| intrusive). Videotaping can be
| |
| | customers.Interviews can be conducted by
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| specifically recommended when studying
| |
| | phone or via internet-based media, from a
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| patterns of different cultures, since we
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| | centralized location: this can greatly
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| can easily compare behaviors taped and
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| | reduce costs associated with market
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| highlight similarities and / or
| |
| | research and the results are pretty much
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| differences.Trace measures: consist in
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| | as accurate as the face-to-face ones. The
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| collecting and recording traces of
| |
| | only disadvantage would be the lack of
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| consumers' behavior. Such traces can be
| |
| | non-verbal, visual communication.Focus
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| fingerprints or tear of packages, empty
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| | groups are basically discussions
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| packages, garbage cans analysis and any
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| | conducted by a researcher with a group of
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| other ways a marketer can imagine (it's
| |
| | respondents who are considered to be
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| all about creativity here!). In
| |
| | representative for the target market.Such
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| eMarketing, trace measures come under the
| |
| | meetings are usually held in an informal
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| form of recorded visits and hits - there
| |
| | setting and are moderated by the
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| are numerous professional applications
| |
| | researcher. Videotaping the sessions is
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| that can help an emarketer analyze the
| |
| | common these days, and it can add more
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| behavior of visitors on his company's
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| | sources of analysis at a later time.Focus
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| website.Archival measures: can be any
| |
| | groups are perhaps the ideal technique,
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| type of historical records, public
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| | if available in terms of costs and time,
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| records, archives, libraries, collections
| |
| | to test new ideas and concepts towards
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| of personal documents etc. Such data can
| |
| | brands and products; to study customers'
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| prove to be of great use in analyzing
| |
| | response to creative media such as ads
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| behavioral trends and changes in time.
| |
| | and packaging design or to detect trends
|
| Marketers can also identify cultural
| |
| | in consumers' attribute and perception.
|
| values and attitudes of a population at a
| |
| | One of the important advantages of focus
|
| given moment by studying mass media
| |
| | groups is the presence of several
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| content and advertisement of the
| |
| | respondents in the same time, providing a
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| timeframe questioned.Entrapment measures:
| |
| | certain synergy. Disadvantages refer
|
| those are indirect techniques (by
| |
| | mainly to the costs involved and the
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| comparison to the previously mentioned
| |
| | scarcity of good professionals to conduct
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| ones) and consist in asking the
| |
| | the interviews and discussions.To
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| respondent to react to a specific
| |
| | conclude, we have to keep in mind just
|
| stimulus or situation, when the actual
| |
| | how important non-survey data collection
|
| subject of investigation is totally
| |
| | techniques are in today's market
|
| different. The marketer plants the real
| |
| | research. Not only they provide more
|
| stimulus among many fake ones and studies
| |
| | depth of analysis but they can be
|
| reactions. The method is quite
| |
| | performed in significantly less time than
|
| unobtrusive and the marketer can gather
| |
| | surveys and they're more suitable to be
|
| valuable, non-reactive facts. When the
| |
| | employed during the exploratory phases of
|
| respondent becomes aware of the true
| |
| | international marketing research.Otilia
|
| subject under investigation (s)he might
| |
| | Otlacan is a young professional
|
| change the behavior and compromise the
| |
| | specialized in eMarketing and eBusiness.
|
| study.Protocols: are yet another
| |
| | She is currently working as independent
|
| observational marketing research
| |
| | Marketing Consultant and she is also
|
| technique which asks respondents to think
| |
| | teaching her own online course in
|
| out loud and verbally express all their
| |
| | Principles of eMarketing.
|
| thoughts during the decision-making
| |
| |
|
