MKT 510 Chapter Notes - Chapter 9: Uptodate, Under Armour, Market Power
Document Summary
Qualitative research techniques: identify possible brand associations & sources of brand equity. Small, often in natural setting: relatively unstructured measurement approaches, permit a rand of possible consumer responses. Free association: simplest & often the most powerful way to profile brand associations: subjects are asked what comes to mind when they think of the brand. Useful in constructing a rough mental map. Identify the range of possibilities brand associations in consumers mind, but free association may also provide some rough indication of relative strength, favourability, uniqueness of brand associations. In what ways is it the same: who, what, where, when, why type questions. Archetype: a fundamental psychological association, shared by the members of culture, with a given cultural object. 2 main issues to consider: what types of probes to give to subjects, how to code & interpret the resulting data. Consumers might feel that it would be socially unacceptable to express their true feelings.
