200592 Lecture Notes - Lecture 6: Neuroimaging, Neuromarketing, Electrodermal Activity
31 May 2019
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Document Summary
Objectives: to obtain unrestricted comments or opinions and to ask. Marketing researcher better understand the various dimensions of these opinions as well as the reasons for them. Laddering is a technique used in in-depth interviews in an attempt to discover how product attributes are associated with desired consumer values. Protocol analysis places people in a decision- making situation and asks them to verbalize everything they considered. Projective techniques involve situations in which participants are placed in (projected into) simulated activities in the hopes that they will divulge things about themselves that they might not reveal under direct questioning. A word-association test involves reading words to a respondent who then answers with the first word that comes to mind. With a sentence- completion test, respondents are given incomplete sentences and asked to complete themin their own words. The researcher then inspects these sentences to identify themes or concepts.
